Social Media Engagement as Mediator: Does Content Vividness Predict Purchase Intention?

Abstract

This study examines Instagram influencers' social media behavior and providing suggestions for increasing engagement and purchase intentions towards endorsed products via post-effectiveness. Several objectives will be raised in this study: (1) determining the effect of content vividness on social media engagement, (2) determining the impact of social media engagement on purchase intentions, (3) determining the effect of content vividness on purchase intentions. This quantitative study utilizes Partial Least Square (PLS) software as a tool to test validity and reliability and SPSS to test the hypothesis and regression model. With the total of 199 valid respondents participating into this study's survey, the result highlights the positive effects of content vividness in enhancing purchase intentions through mediating variable, namely social media engagement.