Beyond Likes: Understanding the Mediating Role of Advertising Influence in Social Media Marketing's Impact on Purchase Intent

Abstract

In contemporary business landscapes, the strategic utilization of social media
platforms and the perceptual inclinations of consumers towards promotional
content represent significant challenges for enterprises seeking to augment
individual purchase intentions. Consequently, to comprehensively elucidate the
multifaceted dynamics surrounding advertising influence and consumer attitudes
vis-à-vis purchase intention formation, this investigation scrutinizes the impacts of
Entertainment (E), Informativeness (INF), and social media (SM) on Purchase
Intention (PI, with a particular focus on the mediating influence of Advertising
Influence (AI). The conceptual underpinnings of this study draw upon established
theoretical frameworks, specifically the Theory of Reasoned Action (TRA) and the
Uses and Gratification Theory (U&G). Empirical data were gathered from a
sample comprising members of the general populace actively engaged in shopping
pursuits within retail establishments situated in urban centers across both China
and Pakistan. A total of 478 survey instruments were distributed and subsequently
analyzed to discern underlying patterns and associations. The methodology
employed convenience sampling techniques to facilitate data collection, while
hypotheses were tested utilizing statistical analyses conducted through SPSS and
Smart PLS SEM 3.0 software. Findings from this investigation underscore the
profound transformative influence exerted by social media, entertainment, and in
formativeness on individuals' lifestyles, as well as their perceptual orientations and
behavioral predispositions towards online advertising within the context of
Pakistan. The implications of these findings extend beyond mere theoretical
contributions, resonating significantly within the marketing domain by elucidating
the pivotal role assumed by marketing practitioners in effectuating attitudinal and
behavioral shifts among consumers through strategic interventions leveraging
these antecedent variables. Moreover, this study serves to address extant gaps
within the scholarly literature, thereby enriching the collective understanding of
consumer behavior dynamics. Looking ahead, future research endeavors must
embrace the inclusion of additional innovative variables and theoretical
frameworks, thereby facilitating the validation and contextual applicability of the
proposed model across diverse cultural and geographical contexts.