Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Influence of Social Media Marketing Activities on Purchase Intention through the Role of Satisfaction, Brand Awareness and Self Brand Connected

Author(s): Habiba Ben Ameur and Kaouther Saied Ben Rached

Social media offers businesses the opportunity to promote their brands and build satisfaction and brand awareness as well as drive purchase intent. This research aims to study the effect of marketing activities on Tik Tok on purchase intention while highlighting the role of satisfaction, brand awareness and self brand connectedness. The data was collected from Tik Tok users of beauty accessories. Our research model was tested using structural equation modeling using SPSS and Smart PLS. The results of hypothesis testing reveal that marketing activities on TiK Tok (Interactivity, entertainment and personalization) have a positive impact on brand awareness and satisfaction. On the other hand, brand awareness has no significant effect on purchase intention. Satisfaction has a positive effect on purchasing intention. In addition, we verified the moderating role of self brand connection between brand awareness and purchase intention and between satisfaction and purchase intention.

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