Beyond Likes: Understanding the Mediating Role of Advertising Influence in Social Media Marketing's Impact on Purchase Intent

Abstract

In contemporary business landscapes, the strategic utilization of social mediaplatforms and the perceptual inclinations of consumers towards promotionalcontent represent significant challenges for enterprises seeking to augmentindividual purchase intentions. Consequently, to comprehensively elucidate themultifaceted dynamics surrounding advertising influence and consumer attitudesvis-à-vis purchase intention formation, this investigation scrutinizes the impacts ofEntertainment (E), Informativeness (INF), and social media (SM) on PurchaseIntention (PI, with a particular focus on the mediating influence of AdvertisingInfluence (AI). The conceptual underpinnings of this study draw upon establishedtheoretical frameworks, specifically the Theory of Reasoned Action (TRA) and theUses and Gratification Theory (U&G). Empirical data were gathered from asample comprising members of the general populace actively engaged in shoppingpursuits within retail establishments situated in urban centers across both Chinaand Pakistan. A total of 478 survey instruments were distributed and subsequentlyanalyzed to discern underlying patterns and associations. The methodologyemployed convenience sampling techniques to facilitate data collection, whilehypotheses were tested utilizing statistical analyses conducted through SPSS andSmart PLS SEM 3.0 software. Findings from this investigation underscore theprofound transformative influence exerted by social media, entertainment, and informativeness on individuals' lifestyles, as well as their perceptual orientations andbehavioral predispositions towards online advertising within the context ofPakistan. The implications of these findings extend beyond mere theoreticalcontributions, resonating significantly within the marketing domain by elucidatingthe pivotal role assumed by marketing practitioners in effectuating attitudinal andbehavioral shifts among consumers through strategic interventions leveragingthese antecedent variables. Moreover, this study serves to address extant gapswithin the scholarly literature, thereby enriching the collective understanding ofconsumer behavior dynamics. Looking ahead, future research endeavors mustembrace the inclusion of additional innovative variables and theoreticalframeworks, thereby facilitating the validation and contextual applicability of theproposed model across diverse cultural and geographical contexts.