Investigation of the effect of social media marketing on consumer purchase intention through technology acceptance model

In this study, it is aimed to invtestigate the effect of social media marketing on consumer purchase intention through Technology Acceptance Model. The effect of social media marketing on consumer purchase intention was investigated through being informative and entertaining sub-dimension. At the same time, the mediating effect of the perceived usefulness, perceived ease of use variables of the Technology Acceptance Model and trust variable that take part in extended models tested. The data were collected by face to face and online survey method from 510 users who have social media account and follow any brand profile page in social media in the city of Adana. Data were analyzed by using IBM SPSS 24 statistical package program and AMOS 22 statistical software program. As a result of structural equation model, it was determined that informative and entertaining social media marketing activities has positive effect on consumer purchase intention. Also, mediation role findings stated that while perceived usefulness and trust have mediation effect, perceieved ease of use does not have mediation effect.