Sosyal medya pazarlama faaliyetleri ve tüketici katılımının Malezyadaki satın alma niyetine sahip tüketicilerin üzerindeki aracılık etkisi

The emergence of social media platforms has provided a mean to the companies to market the products or service to the masses for inducing the consumers purchase intentions at the same time, increasing the consumer engagement. For this purpose, the motive of the study is to examine the role of social media marketing activities on intentions to purchase by finding out the mediating effect of consumer engagement. A case of fashion industry of Malaysia is taken to carry out the research. Quantitative research method was carried out for the study. The targeted respondents of the study are consumers living in Kuala Lumpur, Malaysia. A sample size of 160 is selected. A self-administered questionnaire is taken as a research instrument for data collection of the study. Different statistical tests such as descriptive analysis, reliability analysis, regression analysis and mediation analysis are carried out to answer the research questions. The results of the research show that consumer engagement has a mediating effect on the relationship between social media marketing activities and intentions to purchase of fashion brands of Malaysia.