Investigating the Impact of Perceived Social Media Marketing Activities on Consumer Purchase Intention

Abstract

The purpose of this research is to investigate the impact of perceived social media marketing activities on consumer purchase intention. This research is applied in terms of purpose and descriptive-survey in terms of the nature of data collection. The statistical population is 379 employees of auto parts supply companies in Kermanshah province, 191 people were selected as a sample according to Cochran's formula, 200 questionnaires were distributed and 180 questionnaires were completed and returned to the researcher. Content validity and Cronbach's alpha coefficient have been used for validity and reliability. Then, in order to test the hypotheses of the research, confirmatory factor analysis of the first and second type, the Kolmogorov-Smirnov test and the structural equation model, and SPSS and AMOS software were used. The results of the research hypothesis test show that perceived social media marketing activities have a positive and meaningful effect on consumer purchase intention.