The Impact of Social Media Based Marketing Activities on Purchasing Intent Mediated by Social Identity, Perceived Value and Consumers Satisfaction of Cinere Company

The purpose of the present study was to investigate the impact of social media marketing activities on the intention to buy Consumers through the role of mediating social identity, perceived value and consumer’s satisfaction.

According to the unlimited community of customers of Cinere Cosmetics Company, 384 people were selected as sample. Research data were collected using Chen and Lin (2019) research questionnaire for analysis, and its validity and reliability were assessed. This research is applied in terms of purpose and descriptive in terms of data collection. SPSS and Smart PLS software were used to analyze the collected data.

The results show that social media-based marketing activities have a positive and significant effect on social identity, perceived value, customer satisfaction, purchase intention, persistence intention, and participation intention. Social identity and perceived value also have a significant positive effect on customer satisfaction. Customer satisfaction also has a significant positive effect on purchase intention, persistence intention, and participation intention.

The results of this study will be useful for designing a strategic marketing plan for Cinere Cosmetics and will help managers and marketers find a strategy to increase their brand performance by defining specific factors related to the intention to buy, the perceived value of the customer. In addition, design the social identity of the brand.