The Impact of Social Media Activities on E-Purchase Intention with an Emphasis on the Mediating Role of Customer-Brand Relationship among Online Retail Customers

Abstract

This research aims to investigate the impact of social media activities on e-purchase intention, focusing on the mediating role of the customer-brand relationship among customers of online retail stores. The statistical population of this study included all customers of online retail stores. The research sample consisted of 384 individuals selected through non-probability convenience sampling, and questionnaires were distributed accordingly. The collected data from the questionnaires were analyzed using SPSS 24 and AMOS 24 software through structural equation modeling. The analysis of the gathered information from the research questionnaires indicated that social media activities have a positive and significant impact on the customer-brand relationship. Social media activities also have a positive and significant impact on e-purchase intention. The customer-brand relationship has a positive and significant impact on e-purchase intention. Moreover, the customer-brand relationship plays a mediating and positive role between social media activities and e-purchase intention.