The Effects of Social Media Engagement on Social Benefits and Behavioral Intentions: The Case of Online Events

Authors : Pınar YÜRÜK KAYAPINAR, Neslihan CAVLAK, Özgür KAYAPINAR

Pages : 1447-1467

View : 62 | Download : 55

Publication Date : 2023-09-29

Article Type : Research Paper

Abstract :The aim of this study is to examine the relationships between online C2C interaction, social media engagement, social benefit, and behavioral intention by focusing on the participation in online events through social media tools. Another aim of the study is to investigate the mediation and serial mediation effects between these constructs. SEM results with Smart PLS show that consumers\` online interactions have significant effects on their social media engagement insert ignore into journalissuearticles values(functional, emotional and communal engagement);, social benefits, and behavioral intentions. In addition, consumers obtain social benefits by engaging in social media. Social media engagement insert ignore into journalissuearticles values(functional, emotional and communal engagement); has a mediating role in the relationship between consumers\` online interactions and social benefits. It is found that social media engagement insert ignore into journalissuearticles values(functional, emotional and communal engagement); and social benefit do not have serial mediation effect on the effect of online interaction on behavioral intentions.
Keywords : Online Etkinlikler, Sosyal Medya Katılımı, Online Tüketiciden Tüketiciye Etkileşimler, Sosyal Faydalar, SmartPLS