The Impact of Social Media Marketing on Young Consumers’ Purchase Intention in Malaysia: The Mediating Role of Consumer Engagement

Abstract

The key purpose of this study is to investigate the impact of social media marketing on young consumers’ purchase intention in Malaysia with the mediating role of consumer engagement. The constructs considered include Social Media Marketing, Young Consumers’ Purchase Intention, and Consumer Engagement. Data are collected from a simple random sample of 410 active social media users who age 18 to 35 in Malaysia. Linear regression and Hayes Process Macro were performed. The results indicate that social media marketing is significantly and positively related to young consumers’ purchase intention. It further demonstrates the strategic role of consumer engagement acting as a partial mediator on the impact of social media marketing on young consumers’ purchase intention. The finding drawn imply the importance of social media sites respond to the purchase intention of youth. It suggests that companies and marketers should maintain long-term relationship with consumers by redesigning their social media marketing strategies.