THE IMPACT OF SOCIAL MEDIA BRAND FAN PAGE USAGE AND ENGAGEMENT ON CONSUMER PURCHASE INTENTION: THE MEDIATING AND MODERATING ROLE OF BRAND LOYALTY

Authors : Altuğ Ocak

Pages : 145-151

Doi:10.18070/erciyesiibd.1513788

View : 52 | Download : 70

Publication Date : 2024-12-30

Article Type : Research Paper

Abstract :This study investigates the impact of brand fan page usage and engagement on social media platforms on consumer purchase intentions, with a focus on the mediating and moderating roles of brand loyalty. Utilizing a survey conducted with 411 participants who are active users of social media and follow brand fan pages, this research provides comprehensive insights into how these variables interact to influence consumer behavior. The Structural Equation Modeling (SEM) results reveal that both brand fan page usage and engagement significantly enhance brand loyalty, which in turn positively influences purchase intention. Additionally, brand loyalty plays a dual role: it mediates the relationship between fan page interactions and purchase intentions, and it also moderates these relationships, strengthening the positive impact of fan page interactions on purchase intentions. These findings align with and extend previous research, providing a more nuanced understanding of the role of brand loyalty in social media marketing. The study contributes to the theoretical literature by integrating the roles of brand loyalty as both a mediator and moderator in the context of social media engagement and consumer purchasing behavior. Practically, the findings suggest that marketers should focus on strategies that encourage both usage of and active engagement with brand fan pages to build and sustain brand loyalty, which in turn drives purchase intentions. The critical role of brand loyalty highlights its importance not only in fostering a positive relationship with the brand but also in enhancing the effectiveness of social media marketing efforts.
Keywords : Dijital Pazarlama, Marka Fan Sayfası Kullanımı, Marka Fan Sayfası Etkileşimi, Marka Sadakati, Tüketici Satın Alma Niyeti.