How do social media marketing activities enhance online purchase intention among Jordanian consumers? The role of brand trust and brand engagement

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With the growing popularity of social media platforms, many brands have embraced social media marketing activities as a key tool in influencing consumer behavior and purchasing decisions. This paper aims to investigate the nexus of social media marketing activities (SMM activities) on online purchase intention in Jordanian e-stores through the mediating role of brand engagement and brand trust. The current study utilized a quantitative approach design, using a questionnaire as a tool to collect the data from 542 e-commerce consumers in Jordan during the period from February 7, 2024, to July 28, 2024. Purposive sampling was applied to collect the data from participants. Structural Equation Modeling (SEM) using Smart PLS 4.0 was used to analyze the study data and examine the relationship between the study variables. The results showed the importance of social media marketing activities (β = 0.16, p < 0.001). Brand trust (β = 0.385, p < 0.001) and brand engagement (β = 0.173, p < 0.001) have a positive impact on online purchase intention. The study’s findings highlight the importance of brands creating content that focuses on engaging information that resonates with their target audience. The study concludes that social media marketing activities play a pivotal role in enhancing consumer trust and engagement online, contributing to increased purchase intention, and providing valuable insights for brands and marketers seeking to improve their digital marketing strategies.

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    • Figure 1. The research model
    • Figure 2. Structural model testing results
    • Table 1. Demographic distribution of study participants
    • Table 2. Reliability and validity test for variables model
    • Table 3. Discriminant validity
    • Table 4. Assessment discriminant validity
    • Table 5. Testing direct hypotheses
    • Table 6. Testing indirect hypotheses
    • Conceptualization
      Muneer Alrwashdeh
    • Data curation
      Muneer Alrwashdeh
    • Formal Analysis
      Muneer Alrwashdeh
    • Investigation
      Muneer Alrwashdeh
    • Methodology
      Muneer Alrwashdeh
    • Project administration
      Muneer Alrwashdeh
    • Resources
      Muneer Alrwashdeh
    • Software
      Muneer Alrwashdeh
    • Supervision
      Muneer Alrwashdeh
    • Validation
      Muneer Alrwashdeh
    • Writing – original draft
      Muneer Alrwashdeh
    • Writing – review & editing
      Muneer Alrwashdeh