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April 26, 2026International Journal of Academic Research in Business and Social Sciences0 citationsOpen Access

Moderating Role of Customer Engagement and Social Media Marketing Activities on Purchase Intention

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

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Authors

ZSZuraidah SulaimanBCBilal Ahmed Chohan

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Overview

Conceptual framework reveals how customer engagement influences purchase intention through social media marketing activities.

Key Points

  • This paper aims to explore the effect of social media marketing activities on purchase intention in the restaurant industry, emphasizing the role of customer engagement as a moderator.
  • Conceptual framework development using a deductive approach.
  • Purposive sampling technique applied in the restaurant industry of Pakistan.
  • Theoretical contribution focusing on driver relationships between variables.
  • Findings indicate that social media marketing activities significantly influence purchase intentions among consumers.
  • Customer engagement positively moderates the relationship between social media marketing activities and purchase intention.
  • Insights provided can help businesses enhance marketing strategies for improved consumer engagement and sales.

Cite This Study

Sulaiman et al. (2026) studied this question.

synapsesocial.com/papers/69edab424a46254e215b35abhttps://doi.org/10.6007/ijarbss/v16-i4/28149
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Social Commerce in the Restaurant Industry: Exploring the Influence of Trust, Sociability, Customer Engagement, and FOMO on Purchase Intention2026
  2. 2Social Commerce in Emerging Markets: A Narrative Literature Review of Determinants Influencing Consumer Purchase Intentions in the Restaurant Sector in Pakistan2026
  3. 3Purchase intent in social media for healthcare services: the influence of value co-creation, brand equity and engagement2024 · 3 citations
  4. 4An Empirical Study to Investigate the Impact of Social Media Marketing on Sustainable Food Consumption with The Mediating Effect of Customer Satisfaction in An Emerging Economy2024
  5. 5Beyond Likes: Understanding the Mediating Role of Advertising Influence in Social Media Marketing's Impact on Purchase Intent2024