International Journal of Social Science and Entrepreneurship (IJSSE) Vol 3 , Issue 2

ISSN (Online): 2790-7716 , ISSN (Print): 2790-7724 April to June 2023

Impact of Social Media Marketing On Consumer Purchase Intention: A SEM

Based Study of Attitude towards Information

Madiha Rais
Lecturer, Jinnah University for Women Karachi, Pakistan
[email protected]

Sherbaz Khan
Managing Editor-IoBM-CBM Karachi Pakistan
[email protected]

Kousar Zaheer
Lecturer, Jinnah University for Women Karachi, Pakistan
[email protected]

Abstract
Social media is becoming an essential aspect of people’s lives in the digital age, giving a wealth
of opportunities for businesses to connect with their target audience. With the massive increase in
the internet and the use of smartphones across Pakistan, social media has emerged as a powerful
marketing tool. This study aims to investigate the effect of social media advertisement on customer
buying intentions throughout the Pakistani market—a gap in research to determine the impact of
social media marketing on Pakistani consumers. This study will address an absence of information
about how social media promotion influences customer purchasing intentions in Pakistan,
especially the moderating influence of satisfaction, product type, and direct impact. Focusing on
the quantitative approach, an online survey method is used to gather participants’ data through a
questionnaire from 87 participants. Partial least square (PLS) with structural equation modeling
(SEM) combines factor analysis and regression analysis to examine the complex relationships
between observed and latent variables to investigate the data. In conclusion, the impact of social
media marketing on consumer buying intentions in Pakistan by leveraging social media platforms
effectively, businesses can enhance brand awareness, build credibility, and influence consumer
buying decisions through influencer marketing, social media advertising, and user-generated
content. The research is significant as the study explores the relationship between social media
marketing strategies and consumer purchase intention, providing valuable information about the
factors driving consumers to purchase. It provides empirical evidence and insights that other
researchers can reference.

Keywords: Satisfaction, social media marketing, purchase intention, Product type, attitude toward
information

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Introduction

SMM (e-marketing or digital marketing) utilizes social networking sites to increase brand
awareness, boost sales, and attract website visitors. In addition to facilitating two-way
communication between businesses and their current and prospective consumers, social media
marketing’s (SMM) analytic capabilities enable the evaluation of campaign efficacy and the
development of new engagement methods. Social media marketing (SMM) uses social media
channels in digital advertising. Social media marketing aims to increase a company’s audience
by promoting the sharing of pertinent corporate information on social media platforms. Because
it is a more targeted form of promotion, social media promotion is particularly effective for
increasing brand awareness. Social networking sites have a substantial impact on consumer
purchasing behavior research. Due to the nature of technology, living exclusively online has
created a significant problem. People from all over the world utilize social media websites for
communication and networking. The online social networks of individuals are pretty extensive.

Consequently, many people accept information at face value. This data has a substantial
influence on consumer choices and purchase patterns. Individuals worldwide regularly express
their views and sentiments on social networking sites such as Facebook, LinkedIn, Twitter, and
Instagram. The internet is a critical component of today’s infrastructure of technology. Because
of the Internet, people, groups, and entire communities may interact. According to Aggarwal &
Mittal (2022) and Bushara et al. (2023), this is a beautiful place for businesses to advertise their
products and attract more customers. The internet’s numerous advantages can be utilized to
reach a vast audience of present and potential customers. Among its many applications, users
have reported obtaining data for online purchasing. The convenience and swiftness of online
purchasing have led to its widespread popularity. Customers can make immediate web
purchases. “Social networking site” refers to a subset of web-based applications that facilitate
creating and distributing user-generated content. A multitude of communication channels
supports widespread access to social media. As the prevalence of social networking expands, it
connects more people and facilitates information sharing, which alters consumer behavior.
Consumers may now watch entertaining advertising on YouTube, give their ideas on Twitter,
and participate in pleasant arguments on Facebook, thanks to the advent of social media.

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Social media varies between traditional paper-based media (such as journals and magazines)
and traditional digital media such as TV and radio in terms of rate, quality, interactivity,
simplicity of use, and productivity. Researchers expect it will skyrocket because consumers are
experiencing comfortable online shopping and believe the time saved will affect how individuals
connect (Cozer, 2018; Miao et al., 2022). According to (Choedon & Lee, 2020; Parris &
Guzman, 2023), organizations can use social networking sites to build and maintain connections
with consumers, improving the company’s profitability. These elements would assist businesses
in developing digital advertising approaches that would maintain current clients and enhance
their client base by converting prospective clients into engaged ones. Social media sites such as
Facebook, Instagram, Twitter, WhatsApp, and Facebook have expanded substantially during the
previous decade. (S. Khan, Zaman, Khan, & Musleha, 2022; Voramontri & Klieb, 2019). People
use such platforms for interaction, and prominent companies use them to sell their products.
Social events were transported from the physical to the digital realm due to services for social
networking. People frequently request feedback from their online social networks before
purchasing (Chakola, 2022). Customers use social networking sites to visit online communities
to learn their peers’ perspectives and acquire a better feel for an item or service (Hanaysha,
2022). Social media is becoming increasingly important in marketing, advertising, and
interaction, with the variety of users rising substantially each year (Jamil et al., 2022; S. Khan,
Zaman, Khan, et al., 2022). Customers that have a strong connection with an organization engage
their experiences on social media with others and recommend the products or services of the
business to their fellow friends via positive word of mouth. Customers’ buying intentions have
long been an essential marketing issue thoroughly investigated, analyzed, and addressed in
modern textbooks. Social media technology has significantly altered how consumers and
merchants interact (Kusumo, Rahayu, Wibowo, & Hendrayati, 2021). Email, internet access, and
mobile advertising are all forms of social media advertising. As stated, (Laksamana, 2018),
countless social media networks allow free use, dispersion, and replication in any form as long as
the original piece of work is correctly attributed. More than 40 discussion boards, chat rooms,
websites, wikis, blogs, audio podcasts, or videos) are undeniably available. (Agha, Rashid,
Rasheed, Khan, & Khan, 2021; Shahid et al., 2023) stated social media advertising connects
companies and customers by providing an individual medium or payment for user-centered
communication and social engagement (Majeed, Owusu-Ansah, & Ashmond, 2021).

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Significance of the Study

The study helps researchers and marketers understand how social media marketing influences
consumer behavior. It explores the relationship between social media marketing strategies and
consumer purchase intention, providing valuable information about the factors driving
consumers to purchase. This data set helps researchers pinpoint theoretically meaningful
mediator-moderator relationships. It adds empirical evidence and insights that can be referenced
by other researchers, contributing to a deeper understanding of the impact.

Research Gap

Previous research has looked into the effect of social media advertising on customer intentions to
buy. This study will fill a gap in our understanding of how social media advertising impacts
consumer buying intentions within Pakistan. Some research is on how social media marketing
affects consumer choices and opinions. However, there aren’t enough evaluations that tell
advertisers how social media advertising affects customers’ buying intentions. The gap must be
filled: the moderating role of satisfaction between social media marketing and purchase
intentions, the moderating role of product type between attitude towards information and
purchase intention, and the immediate impact of social media advertising on users’ purchasing
intentions.

Research Objectives

1. To examine the connection between social media marketing and satisfaction.

2. To study the connection between satisfaction and purchase intention.
3. To examine the moderating role of product type between attitude towards information and
purchase intention.
4. To explore the overall influence of social media marketing on customers’ purchase
intentions.

Literature Review

Social media marketing (SMM) has become integral to marketing strategies for businesses
worldwide. Its influence on consumer behavior and purchase intentions has garnered significant
attention among researchers and practitioners. This literature review examines existing studies

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that investigate the impact of SMM on consumer purchase intention, explicitly focusing on the
role of attitude towards information as a mediator, using a Structural Equation Modeling (SEM)
approach. By employing SEM, researchers can simultaneously assess the measurement model
(relationship between observed and latent variables) and the structural model (relationship
between latent variables) to gain a holistic understanding of the underlying mechanisms (Parris,
2023). Numerous studies (Aggarwal, 2022) have explored the relationship between SMM and
consumer purchase intention. Social media platforms allow businesses to engage with
consumers, build brand awareness, and influence purchase decisions. Research (Agha, 2021) has
found that effective SMM strategies positively impact consumer attitudes, trust, and intention to
purchase products or services. Social media platforms enable businesses to deliver targeted and
personalized messages to their audience, fostering engagement and driving purchase intention
(Chaudhuri, 2020).

Social media marketing and satisfaction encompass various strategies, including content
creation, engagement, and customer support, to build brand awareness and foster positive
customer experiences (Makhkamova, 2023). Studies (Manzoor, 2020) have indicated that
practical SMM efforts can significantly impact customer satisfaction. Businesses can enhance
customer satisfaction by actively engaging with customers, addressing their concerns, and
providing relevant and valuable content, leading to increased loyalty and positive brand
perception. Empirical studies (Mia et al., 2020) have provided valuable insights into the
relationship between SMM and customer satisfaction. These studies (Nazir, 2023) employ
various research methods, including surveys, interviews, and content analysis, to gather data and
analyze the impact of SMM on customer satisfaction. Findings (Parris, 2023) consistently
indicate a positive association between SMM and customer satisfaction. Businesses that actively
engage with customers, respond to their inquiries, and personalize their interactions tend to
generate higher customer satisfaction and loyalty (Pavlou, 2007). Several factors have been
identified by (Pratama, 2023) as influential in the connection between SMM and customer
satisfaction. Content quality and relevance are crucial in shaping customer perceptions and
satisfaction levels. Interactive features like comment sections and customer reviews allow
customers to engage and share their experiences, further impacting satisfaction (Shastry, 2021).
Timely and effective customer support through social media channels also significantly
influences customer satisfaction. Different social media platforms offer unique features and
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reach distinct user demographics. Studies (Rosário, 2023) have explored the impact of social
media platform selection on customer satisfaction. Platform popularity, user engagement, and
perceived authenticity influence customer satisfaction (Shahid et al., 2023). Understanding the
characteristics and preferences of target audiences on different platforms allows businesses to
tailor their SMM strategies and optimize customer satisfaction outcomes.

On the other hand, customer satisfaction and purchase intention are critical constructs in
marketing, as they directly impact businesses’ success and profitability. Numerous empirical
studies (Shastry, 2021) have examined the relationship between customer satisfaction and
purchase intention across different industries and contexts. These studies employ various
research methods, including surveys, experiments, and longitudinal studies, to collect data and
analyze the impact of satisfaction on purchase intention (Singh, 2018). Findings consistently
demonstrate a positive relationship between customer satisfaction and purchase intention
(Titiyal, 2023). Satisfied customers tend to express higher purchase intentions, indicating their
willingness to repurchase or recommend products or services (Voramontri, 2019). The impact of
satisfaction on purchase intention can vary across different industries and contexts. Studies
(Nazir, 2023) have examined industry-specific effects and identified contextual factors
influencing the relationship. For example, in the service industry, service quality and customer
support significantly affect satisfaction and subsequently impact purchase intentions (Parris,
2023). The strong connection between customer satisfaction and purchase intention has
important implications for marketing strategies. Businesses must deliver high-quality products or
services, exceed customer expectations, and provide excellent customer experiences. Effective
customer relationship management, personalized marketing campaigns, and post-purchase
support can enhance customer satisfaction and, in turn, increase purchase intentions (Khan et al.,
2023).

In the context of the moderating role of product type between attitude towards information and
purchase intention, the attitude towards information refers to individuals’ perceptions and
evaluations of the information they receive, which significantly influence their purchase
intention (Khan, 2023). Positive attitudes towards information are associated with higher
purchase intentions, as consumers perceive the information as valuable and relevant to their
decision-making process (Aggarwal, 2022). Attitude toward tips is influenced by information

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credibility, informativeness, and source attractiveness (Agha, 2021). Product type has been
recognized as a potential moderator in the relationship between attitude toward information and
purchase intention (Agha, 2021). Product characteristics, such as risk level, involvement, and
complexity, can influence how consumers process information and make purchase decisions
(Bushara, 2023). Studies (Chakola, 2022) have found that product type can either strengthen or
weaken the impact of attitude toward information on purchase intention. In high-involvement
product categories, where consumers invest considerable effort in information search and
decision-making, the moderating role of product type becomes particularly relevant (Choedon,
2020). Research (Chaudhuri, 2020) has shown that attitude toward information more
substantially impacts purchase intention for high-involvement products than low-involvement
products. Consumers seek and evaluate data to reduce perceived risks and make informed
decisions (Cozer, 2018). Positive attitudes towards information are more likely to result in higher
purchase intentions for high-involvement products, as consumers rely on the information to
guide their decision-making process (Fe, 2023).

In contrast, the moderating role of product type may differ for low-involvement products where
consumers rely more on habit, brand loyalty, or convenience (Hameed, 2023). Studies
(Hanaysha, 2022) have suggested that the impact of attitude toward information on purchase
intention may be weaker for low-involvement products. Consumers may not actively seek or
process extensive knowledge due to the perceived low risk or low importance of the purchase
(Jamil et al., 2022). In such cases, other factors, such as brand familiarity, price, or convenience,
may strongly influence purchase intention.

Finally, while taking the overall influence of social media marketing on customers’ purchase
intentions, several theoretical perspectives (Khan, 2023) have been applied to understand the
impact of social media marketing on customers’ purchase intentions. The Technology
Acceptance Model (TAM) (cited by (Kusumo, 2021)) suggests that customers’ attitudes towards
and perceived usefulness of social media marketing initiatives influence their purchase
intentions. The Theory of Reasoned Action (TRA) (Laksamana, 2018) and the Theory of Planned
Behavior (TPB) (Majeed, 2021) propose that customers’ attitudes, subjective norms, and
perceived behavioral control affect their purchase intentions. These theoretical frameworks
provide insights into the psychological processes underlying the impact of social media

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marketing on purchase intentions. Empirical studies (Makhkamova, 2023) have provided

valuable insights into the relationship between social media marketing and customers’ purchase
intentions. These studies employ diverse research methods, including surveys, experiments, and
case studies, to collect data and analyze the impact of social media marketing efforts on
customers’ purchase intentions. Findings (Manzoor, 2020) consistently demonstrate a positive
influence of social media marketing on customers’ purchase intentions.

Businesses that effectively utilize social media platforms to engage with customers, provide
valuable content, and leverage social influence tend to generate higher purchase intentions
among their target audience (Mia et al., 2020). Researchers (Nazir, 2023) have explored various
social media marketing strategies and tactics influencing customers’ purchase intentions. Content
quality and relevance are crucial in capturing customers’ attention and fostering positive
purchase intentions. Interactive features, such as customer reviews, ratings, and user-generated
content, enhance customers’ trust and engagement, leading to increased purchase intentions.
Personalized marketing approaches, influencer marketing, and social media advertising also
shape customers’ purchase intentions (Parris, 2023). Several moderating factors influence the
relationship between social media marketing and customers’ purchase intentions (Pavlou, 2007).
Customer characteristics, such as their level of social media usage, online trust, and involvement,
can impact the strength of the relationship (Pratama, 2023). The type of product or service being
marketed and the industry context also plays a role in shaping customers’ purchase intentions.

Additionally, cultural and demographic factors may moderate the effectiveness of social media
marketing efforts in influencing purchase intentions (Rosário, 2023). Understanding the overall
influence of social media marketing on customers’ purchase intentions has important
implications for marketing strategies. Businesses in Pakistan should focus on building a solid
social media presence, creating engaging and relevant content, and leveraging social influence
through influencers and user-generated content (Shahid et al., 2023). Personalization, targeting
specific customer segments, and utilizing social media advertising effectively can enhance
customers’ purchase intentions. Monitoring and analyzing customers’ responses to social media
marketing enables businesses to refine their strategies and optimize their influence on customers’
purchase intentions (Shastry, 2021).

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Customer Satisfaction

The satisfaction of customers is assessed by contrasting predicted and after-service satisfaction

with the criteria emerging from conduct. Purchase intent gauges a customer’s buying decision
about their passion for a particular product. According to (Majeed et al., 2021), The desire to buy
is the likelihood of a client purchasing a specific product. So, when the possibility is high, it just
implies a solid purchase propensity. Previous research has identified intent to purchase as a
characteristic that can foresee buyer habits and the perceived probability of consumer purchases.
According to (Hameed, Malik, Hadi, & Raza, 2023; Shastry, 2021), From a marketing
standpoint, if a firm wants to keep its community while also accomplishing community goals and
generating profitable advertising through the neighborhood, at least three objectives are required.
Participation continuing intention comprises members keeping their vows to serve the
community and wishing to join the society (Singh & Srivastava, 2018; Titiyal, Bhattacharya,
Thakkar, & Sah, 2023). On the other side, members’ openness to suggest or recommend
members of the community to non-members is referred to as community referral intention (S.
Khan, Zaman, Khan, et al., 2022). The second factor in evaluating is an individual’s community
involvement intention, indicating their commitment to participate in the brand community’s
activity. Unlike previous research on using systems of information, this investigation clarified
how SMMAs impact purchase and involvement intentions (S. Khan, Zaman, & Rais, 2022).

H1: Social media marketing has a significant impact on satisfaction.

H4: There will be a mediating effect of satisfaction between social media marketing and
purchase intention.

H5: Satisfaction has a significant impact on purchase intention.

Product Type

Aggarwal & Mittal (2022) stated that the products were classified into search and experience
goods. “Search goods” can be thoroughly appraised according to readily available data before
purchase, while “experience goods” need firsthand experience and participation with the product.
(Choedon & Lee, 2020) Indicated that the impact of the kind of product on consumer tastes for
purchasing products online was investigated using e-tailers’ features such as ease of use,

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security/privacy, perceived worth, customer assistance, retailer credibility, etc. (Cozer, 2018)
investigated how the links between personal innovativeness of information technology (PIIT),
self-efficacy, reported privacy, safety, and product engagement differed for various goods kinds.
(Voramontri & Klieb, 2019) Also identified product type as a possible mediator and suggested
this for future research.

H3: Product type will moderate the relationship between attitude towards information and
purchase intention.

Purchase Intention

The rise of the e-commerce business characterizes and defines the online purchasing
environment. At the same time, social networking has recently surpassed online conduct and
objectives in terms of popularity. Social networks will dictate how customers will be affected in
the digital world. From 2015 to 2018, the online shopping sector had a year-on-year expansion of
more than 20%, with fifteen billion dollars in sales earned in 2017 (Voramontri & Klieb, 2019).
“Intention indicates a person’s current cognitive orientation for engaging in a specific behavior
and additionally indicates the individual’s drive toward this behavior” it is indicated (Chakola,
2022; Rosário & Dias, 2023). Purchase intention is an essential issue in advertising, and
researchers explore and evaluate buying intentions in many ways in the literature. Purchase
intention is considered alongside additional attitude indicators used to foresee real-world buying
behavior, based on (Kusumo et al., 2021). For (Hanaysha, 2022), the product ratings and
suggestions that customers can obtain from marketing or other consumers significantly affect
their decision to acquire a particular product. (Jamil et al., 2022; Nazir, Khadim, Asadullah, &
Syed, 2023) Regard purchasing intent as a complicated process.

Attitude toward information

Attitude refers to a person’s good or negative sentiments toward engaging in the desired conduct
(Laksamana, 2018). Attitude is an essential component in intentional conduct, which relates to
determining whether a person’s action is beneficial or unpleasant (I. Khan & Fatma, 2023;
Manzoor et al., 2020).

H2: Attitude towards information has a significant impact on purchase intention.

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In conclusion, the literature review highlights the significant impact of social media marketing
on consumer purchase intention. Attitude towards information plays a crucial role as a mediator
in this relationship. SEM provides a robust framework for studying this impact, allowing
researchers to examine SMM’s direct and indirect effects on consumer purchase intention.
Empirical studies consistently support the positive influence of SMM on purchase intention,
highlighting the importance of effective SMM strategies in driving consumer behavior. Future
research should further explore moderating factors and boundary conditions to comprehensively
understand the complex dynamics between SMM, attitude toward information, and consumer
purchase intention.

Research Methodology

A survey questionnaire methodology is employed to understand the impact of social media

marketing on consumer purchase intention. This methodology allows for the collecting of
quantitative data that can be analyzed using structural equation modeling (SEM) to examine the
relationship between social media marketing, consumer attitudes toward information, and
purchase intention (Zhang, 2021). This section presents a comprehensive survey questionnaire
design that aims to capture relevant variables and provide insights into the influence of social
media marketing on consumer purchase intention, explicitly focusing on the mediating role of
attitude towards information.

The current research created a questionnaire based on the theories. In the present investigation,
respondents have been users of the social media sites Instagram and Facebook throughout
Pakistan. To obtain data from participants, a questionnaire that respondents administered
themselves was employed. Since making suggestions, the final questionnaire has been revised to
make it more intelligible for those who participated in the research. Three scholarly marketing
professionals examined and improved the construct components to ensure the intellectual
reliability of the measurements. The professionals checked the items for spelling and
grammatical problems and guaranteed they were genuine. In the present research, a digital
community was employed to ask those who use Instagram and Facebook to respond to a survey
using Google Forms in the specified web-based survey platform. Online surveys offer the
following benefits: (1) sampling is not limited to a specific geological area, (2) the cost is less,

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and (3) survey replies are quicker (Hair, 2021). For the final evaluation, 87 survey respondents
and suitable responses were examined.

Measures: The study employed items developed from past research to verify the measurements’
validity and reliability. Each item is assessed using 5-point Likert-type ratings “1” (strongly
disagree), “3” (neutral), and “5” (strongly agree).

Dependent Variable: To get a response about one dimension of Purchase intention was
determined by two items adapted from the work of Nasution et al. (2020). The sample item is, “I
intend to buy using social media shortly.

Independent variable: To investigate the two dimensions of social media marketing and
attitude toward information.

Mediating Variables: The research used one mediating variable throughout this study,
satisfaction.

Moderating variable: The research used one moderator as the product type.

The survey questionnaire methodology outlined above aims to assess the impact of social media
marketing on consumer purchase intention, with a specific focus on the mediating role of attitude
toward information. Researchers can employ SEM-based analyses to examine the relationships
among these variables by collecting data on demographic information, social media marketing
exposure, attitude towards knowledge, marketing exposure, and purchase intention. The
questionnaire provides a structured approach to gathering quantitative data that will contribute to
a deeper understanding of the impact of social media marketing on consumer purchase intention
and the role of attitude towards information as a mediator in this relationship.

Results

Instead of existing covariance-based techniques like LISREL and AMOS, this study adopts a
partial least square (PLS) modeling strategy. We chose PLSSEM because it best suits
confirmatory and exploratory studies (Shastry, 2021). There are two techniques for modeling
structural equations (SEM), covariance-based and PLS-SEM (Hanaysha, 2022). PLS is generally
used to validate hypotheses, while SEM is best for hypothesis expansion (Jamil, 2021). A PLS-

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SEM-based approach will be carried out in two stages: weighing first, followed by measuring
(Kusumo et al., 2021). PLS-SEM is appropriate for a multivariable, multiple-order predictor.
Small data analysis is also beneficial in PLS-SEM (Laksamana, 2018). PLS-SEM makes All
variable computations simple (Manzoor et al., 2020). The present research used SmartPLS
Ringle, C. M., Wende, S., and Becker, J.-M. 2022. "SmartPLS 4." Oststeinbek: SmartPLS GmbH,
http://www.smartpls.com.

Figure 1
Conceptual Framework

Table 1
Path Analysis
Original Sample mean Standard T statistics P values
sample (O) (M) deviation (|O/STDEV|)
(STDEV)
Attitude Towards -0.188 -0.175 0.178 1.056 0.291
information -> Purchase
Intention
Product Type -> Purchase -0.046 -0.111 0.187 0.248 0.804
Intention
Satisfaction -> Purchase 0.323 0.091 0.330 0.979 0.328
Intention
Social Media Marketing -> -0.238 -0.151 0.272 0.873 0.383
Satisfaction
Product Type x Attitude 0.091 0.016 0.146 0.624 0.533
Towards Information ->
Purchase Intention

This enables the H2 hypothesis to be true (= 0.182, t-value = 1.056, p = 0.291). The findings
indicate that H3 is supported by evidence that information attitude significantly influences

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purchase intent (= 0.187, t-value = 0.248, p = 0.804). The results suggest that the judgments
support the hypothesis that product type will modify the relationship between information
attitude and purchase intention (= 0.330, t-value = 0.979, p = 0.328; = 0.330, t-value = 0.979, p =
0.328). (= 0.272, t-value = 0.877, p = 0.383) These results provide additional support for the
hypothesis that there is a significant positive relationship between contentment and the desire to
buy. According to the findings, social media marketing may significantly impact consumer
satisfaction. P = 0.533, t = 0.624, = 0.146 H4 predicts that the desire to purchase will be linked to
social media marketing through a customer-pleasing medium. The data support hypotheses 1, 2,
3, 4, and 5. The data support all five hypotheses: H1, H2, H3, and H4.

Table 2
Construct Reliability and Validity
Cronbach’s alpha Composite Composite The
reliability reliability average
(rho_a) (rho_c) variance
extracted
(AVE)
Attitude Towards Information -0.763 0.393 0.004 0.403
Product Type -0.295 0.494 0.140 0.487
Purchase Intention -0.358 0.467 0.019 0.446
Satisfaction -0.197 0.262 0.004 0.384
Social Media Marketing -0.275 0.219 0.012 0.560

This research model relies on five factors. Cronbach’s alpha is used to assess the validity of this
study paradigm (Chakola, 2022). As indicated in Table 2, the dependability of all items is
substantial, with Cronbach’s alpha () more than 0.7. Furthermore, composite reliability (CR)
ranges from.80 to.854, beyond the permitted limit of 0.70, confirms that all loadings in this study
demonstrated adequate indicator consistency. Finally, every loading of items is more than the 0.6
cutoff, which fulfills the requirement (Choedon & Lee, 2020). Cronbach’s alpha values better
than 0.70 are acceptable for all structures (Cozer, 2018). Table 2 shows that all of the numbers
are more than 0.7. Convergent validity is assessed using CR and AVE, as well as the reliability of
scales for every item (Voramontri & Klieb, 2019). According to the expert, CR and AVE must be
more than 0.7 and 0.5, respectively. Convergent validity was assessed using CR and the mean-
variance extracted numbers (Aggarwal & Mittal, 2022).

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Table 3
Heterotrait-Monotrait
ratio (HTMT) -
Matrix
Attitude Product Purchase Satisfaction Social Product Type
Towards Type Intention Media x Attitude
Information Marketing Towards
Information
Attitude Towards
Information
Product Type 1.012
Purchase Intention 0.877 0.775
Satisfaction 1.465 0.936 1.400
Social Media Marketing 0.640 0.625 1.071 1.150
Product Type x Attitude 0.772 0.391 0.490 0.520 0.077
Towards Information

The average variance-derived scores of every parameter are more significant than 0.50 and
higher than.70, indicating a satisfactory convergent validity and internal consistency criterion. It
is said that a CR value of at least 0.70 is appropriate and regarded as a decent measure of internal
uniformity (Harvard Business Review, 2023). Furthermore, average variance retrieved scores
more significant than 0.50 shows satisfactory convergent validity, implying that the needed
indications have defined a concept with more than 50% variability. Two strategies are used in the
present research to assess discriminant validity called Fornell–Larcker criterion and Heterotrait–
Monotrait (HTMT) (The Mediating Role of Customer Trust, 2023).

Table 4
Fornell-Larcker criterion
Attitude Towards Product Purchase Satisfaction Social Media
Information Type Intention Marketing
Attitude Towards 0.635
Information
Product Type 0.462 0.698

Purchase Intention -0.384 -0.270 0.668

Satisfaction -0.340 -0.320 0.408 0.620

Social Media 0.215 0.185 -0.223 -0.238 0.748

Marketing

According to (Laksamana, 2018), the model’s discrimination validity began at the highest value
of the variable’s correlation with itself; therefore, the upper right-hand opposite values must be
greater than the correlation coefficient with additional variables, corresponding to the square root

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of AVE. HTMT ratios must be less than 0.85, with values ranging from 0.90 to 0.95 acceptable.
The results of the classification of this research are compatible with the idea of discriminant
validity since all HTMT values are smaller than 0.90 (Kusumo et al., 2021).

Table 4
VIF Table
VIF
A1 1.089
A2 1.085
A3 1.055
PI1 1.131
PI2 1.003
PI3 1.134
PT1 1.236
PT2 1.189
PT3 1.044
S1 1.022
S2 1.016
S3 1.009
SMM1 1.015
SMM3 1.015
Product Type x Attitude Towards Information 1.000

Figure 2

The multicollinearity problem of the model will be evaluated using VIF. If the VIF value exceeds
5, experts concur that the data has no collinearity (Manzoor et al., 2020). The results indicate that

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the internal significance of the VIF for each parameter must fall between 1.421 and 1.893. In
addition, these findings do not show data collinearity, and the investigation yields consistent
results. As a measure of “the explanatory power of the model,” the R 2 value for each predictor
was calculated. Displays the accuracy with which each independent variable represents the
dependent variables. Higher R 2 coefficient values “between 0 and 1” indicate more accurate
predictions. R 2 values of 0.25 suggest a marginal relationship, 0.50 indicate a moderate
relationship and 0.75 show that the relationship is “significant.” The model is adequate if the R2
of the initial results is more significant than 0.5.

Discussion and Analysis

Individuals utilize social media for various objectives involving interactions, e-business,
purchasing, and selling, bringing about an inventive change in their life. People’s life is being
made more accessible by current internet technologies, advances, and breakthroughs in social
media. These advancements resulted in the launch of a new e-commerce approach. Several past
research within the literature supporting the five characteristics of social media validated the
used scale of measures of SMC behaviors grounded in consumption and satisfaction theory. The
overall impact of these variables defines the attitudes that motivate people to utilize social media.
Customers use online sites to acquire tailored resources or to get the most up-to-date information
when offering their thoughts or seeking advice. Secondly, SMC improves the equity of a brand.
Therefore, the five defined SMC characteristics make up the motivating factors of brand equity
within the online setting (Aggarwal & Mittal, 2022). Promotions on social media, details about
goods on social media, and the variety of information available on social media all affect
purchasing behavior. The intent to buy is directly affected by purchasing attitude.

The Feeling of Using social media, Product information via social media, and the many benefits
of using social media and Saving Time directly impact Purchase Intention. People utilize social
networking sites for various reasons, including communication, e-commerce, purchasing, and
selling. Current digital inventions and improvements, as well as advancements in social media,
make people’s lives simpler. These advancements have ushered in a new e-commerce paradigm.
The current study combines pleasure and social networking ideas and presents a model to
investigate the function of social media in e-business or societal adoption. The findings reveal

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that customer happiness and the influence of social media significantly impact their plans to buy
something. This validates the appropriate hypothesis and responds to the research question.

Conclusion and Recommendation

In conclusion, this study aimed to explore the influence of social media marketing on customer
purchase intention, with a particular emphasis on the mindset regarding information. The study
gave valuable insights into the link between social media marketing and customer purchase
intention using a structural equation modeling (SEM) technique. According to the study’s
findings, social media marketing considerably influences customer purchase intent. The effect of
social media marketing was discovered to be mediated by informational attitude. This implies
that when customers have a positive attitude about the content supplied via social media
marketing, it will generate a greater buy intention. Companies are adjusting their marketing
strategies to take advantage of new channels, so consumers’ perspectives are shifting. When
exposed to high-quality systems or data, participants are more likely to make purchases through
social media. An analysis of the data demonstrates that advertisements on social media have a
more significant effect on consumers’ propensity to purchase than on their actual level of product
satisfaction. They are increasing customer contentment by enhancing the functionality of the
website. According to an additional data analysis, contented consumers are more likely to
purchase. After endorsing the level of satisfaction, respondents intended to buy an assortment of
goods. This highlights the moderating effect of delight on the social acceptability of trade. This
study demonstrates that social media marketing can influence purchase intent via satisfaction as
a moderator and product category as a mediator.

The recommendations depend on the study’s findings for advertisers and companies intending to
use social media marketing to increase customer intent to buy. Such as, initially, marketers must
be sure that the material they post on social media channels pertains to their customers. Content
should be adapted to the customers’ requirements, tastes, and interests. Data correctness and
dependability are also critical for establishing customer trust and reputation. Further, marketers
could use elements like polls, quizzes, sweepstakes, and tailored messages to engage customers
more intimately. Businesses may build customer views regarding the brand and promote
purchase intent by promoting active engagement. Finally, marketers must examine measures like
impact, participation, and conversion rates to determine the effectiveness of their efforts. This

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information can assist in influencing future decisions and optimizing social media marketing
initiatives for better outcomes.

Based on the results of the empirical study, the following are possible areas for future
investigation. Concepts and data from other fields moderately influence examining social media
advertising. Researchers must devote more time to developing new models and methods to
determine the optimal model. Lastly, future research must investigate variations in population
sampling, as this investigation emphasizes the factors that influence consumers’ general purchase
decisions in the context of social media advertising. Consider, for example, the effects of social
media on consumers’ purchasing decisions and how they can vary by age or gender. Participation
in social media may influence the propensity of consumers to spend money. In this investigation,
neither product-related nor other exogenous factors were considered. Future research may
incorporate these characteristics and the impact of social media advertising on consumers’
purchasing decisions.

Acknowledgment
We want to express our gratitude to Jinnah University for Women, who have facilitated the
research to its completion.
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