Impact of Social Media Marketing on Purchase Intention: The Moderating Role of Perceived Enjoyment

Abstract

The purpose of this study is to the effect of social media marketing on the purchase intention as the mediating role of perceive enjoyment. This study used the Theory of Planned Behavior (TPB) to examine the variables that influenced participants’ decisions about whether or not to buy tickets to events using social networking sites. This study presented an online survey disseminated through social media based on TPB, using a quantitative research approach. Controllers of events pages on Facebook, Twitter, and Instagram formed the sample population of the study. Convenience sampling technique use for this study and select ample of N= 125. The review showed that all research protocols were accepted. Among all the independent variables of event fans intention, event fans behavior EWOM and brand loyalty had a significant positive effect on the dependent variable of intention to purchase event tickets. This study provided statistical support for the performance of the TPB when it comes to event marketing and social media activities. This suggests a deeper understanding of rational decision-making and social influences in the formation of behavioral intentions and intentions. The model also included a component of subjective pleasure. While there was perceived interest, the event’s social media pages were well received. This emphasizes the importance of presenting information and content in an engaging and simple way. When it comes to promoting events, perceived enjoyment seems to be an important influence. This highlights the need to create a great user experience for the product page, emphasizing customer feedback, information sharing through their engaging product-related stories and experiences between social media, for customers connect, communicate, share with their friends and help, that’s a brand new marketing strategy. Event marketers should use social media to help create, promote and organize events. If the marketing goal is to spark broad interest in the event, social media is a great way to reach a core group of customers, members and donors.