Results show that SMMAs have a significant impact on the intentions of users. Data were collected from 353 respondents, and structural equation modeling (SEM) was used to analyze the data. We used an online community to invite Facebook and Instagram users to complete the questionnaire in the designated online questionnaire system. A self-administered questionnaire was used to collect data from respondents.
The participants in this study were experienced users of two social media platforms Facebook and Instagram in Pakistan.
This study also analyzes the mediating roles of social identification and satisfaction. The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). 3Faisalabad Business School, National Textile University, Faisalabad, Pakistan.2Department of Management Sciences and Engineering, Zhengzhou University, Zhengzhou, China.1School of Economics and Management, North China Electric Power University, Beijing, China.Khalid Jamil 1, Liu Dunnan 1, Rana Faizan Gul 1, Muhammad Usman Shehzad 2, Syed Hussain Mustafa Gillani 3* and Fazal Hussain Awan 1
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