| With the rise of the Internet and social media platforms,users of various social media platforms have grown rapidly,and brands have realized the importance of using social media platforms for marketing.Compared with traditional media platforms,social media is more convenient and enables users to communicate in real time.In addition to companies publishing brand and product-related information,users can share and communicate.Existing research has demonstrated that consumer engagement and communication have a positive impact on brand economics and reputation.However,there are also some problems in current social media marketing.The increase in social media marketing investment from major brands has led to fierce competition in social media marketing,and the forms of social media marketing are more abundant and the content is more complex.This makes it a major problem for marketers to optimize social media marketing methods in order to improve marketing effectiveness and efficiency.Therefore,mastering the influencing factor model of purchase intention under social media marketing is conducive to helping brands optimize their marketing plans and improve brand benefits.Based on the uses and gratifications theory and combined with existing literature research,this study explores the impact of social media marketing effectiveness on social media consumer engagement at different levels,and then explores the impact of consumer engagement on purchase intention.Based on existing research,this study divides social media marketing into five dimensions:entertainment,customization,interaction,eWOM and trendiness,and divides social media consumer engagement into three dimensions:consumption engagement,contribution engagement and creation engagement.This study also will explore the impact mechanism of social media marketing in various dimensions on consumer engagement in various dimensions,and how it affects consumers’ purchase intention.The hypothesis test results show that social media marketing has a significant positive impact on consumer engagement,which in turn has a significant positive impact on purchase intention.Specifically,both interaction and eWOM have a significant positive impact on the three dimensions of consumer engagement,but entertainment,customization and trendiness only have a significant positive impact on consumption engagement and contribution engagement.The effect of creation engagement was not significant.The three dimensions of user participation show a progressive relationship.Consumption engagement has a significant positive impact on contribution engagement,and contribution engagement has a significant positive impact on creation engagement.In addition,consumption engagement and contribution engagement have a significant positive impact on purchase intention,while creation engagement has no significant effect.Based on the research results,the following suggestions are put forward for enterprises:First,brands should pay attention to the promotion of consumer engagement in various levels of social media;second,brands should focus on improving the effectiveness of brand social media marketing through various dimensions. |
