Moderating Role of Customer Engagement and Social Media Marketing Activities on Consumers Purchase Intention: A Conceptual Framework

HRMARS - Social commerce has gained much popularity over the last decade due to improvements in Internet technology and Web 2.0 features. This conceptual paper examines the effect of Social Media Marketing Activities (SMMA) on purchase intention in the restaurant industry. Customer Engagement is introduced as a moderating factor which impacts purchase intention. A deductive approach and purposive sampling technique was used in this study. This study contributes to current theory by adding Customer Engagement and Social Media Marketing Activities as a moderator between Purchase Intention and different Independent variables. The study aims to enrich the literature covering social commerce in the restaurant industry of Pakistan and to understand the drivers of Purchase Intention in this context. The findings of the study provide insights into how Social Media Marketing Activities and Customer Engagement influence the purchase intentions of consumers. From a practical perspective, this study helps businesses with developing better marketing strategies in order to elevate the use of social commerce, social media and social media marketing activities in order to enhance sales and drive more engagement. In conclusion, this paper highlights the complex relationships between different antecedents for Purchase intention and help provide a practical along with theoretical contribution to social commerce, digital marketing and consumer behavior research.