A Strategic Analysis of Social Media Marketing influence on Consumer Purchase Intentions: An Integrated Mediation Framework of Customer Experience and Customer Engagement in the Digital Marketplace

Abstract

The era of digitalization, the concept of the socialization significance impact on the audience, and with the consumer behavior. The study explored the concept of customer experience and the customer engagement as the mediating effects with the consumer behavior. The current research incorporates the theory of the Gratification and the consumer brand engagement theory to examines the effects of the social media marketing and the consumer behavior, with the mediating effects of customer experience and customer engagement. The findings suggested that the social media marketing has the positive and the significantly impact on the consumer purchase intentions, and further mediating effects of customer engagement and the customer experience with consumer purchase intention. The study of the originality was explored the concept of the social media, with the mediating effects of the customer experience and the customer engagement with the consumer purchase intention