Understanding the effect of social media marketing activities - The mediation of social identification, perceived value, and satisfaction

Oct 16, 2026

Uploaded by Asher

Social media has become a key channel for online marketing, yet prior research has offered limited insight into how social media marketing activities translate into behavioral outcomes. This study develops a model linking such activities to continuance intention, participation intention, and purchase intention through mediation by social identification, perceived value, and satisfaction. An online survey of 502 users tests the hypotheses, showing indirect effects on satisfaction and direct paths from identification and value to satisfaction, which then shape the three intentions.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages11

Reading Time28 min

AccessFree to download

Introduction

Social media marketing as online strategy

Virtual brand communities and participation

Online vs. real-world community characteristics

Brand communities and social relationships

Technological Forecasting & Social Change 140 (2019) 22–32 Contents lists available at ScienceDirect Technological Forecasting & Social Change journal [homepage:](homepage: www.elsevier.com/locate/techfore)[ www.elsevier.com/locate/techfore](homepage: www.elsevier.com/locate/techfore) Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction☆ Shih-Chih Chena, Chieh-Peng Linb,⁎ a Department of Information Management, National Kaohsiung University of Science and Technology, No. 1, University Rd., Yanchao Dist., Kaohsiung City 824, Taiwan b Institute of Business and Management, National Chiao Tung University, No. 118, Sec. 1, Jhongsiao W. Rd., Jhongjheng District, Taipei 100, Taiwan | A R T I C L E I N F O | | A B S T R A C T | | --- | --- | --- | | Keywords:
Social media marketing activities
Social identification Perceived value Continuance intention Participation intention Purchase intention | | With the prevalence of Internet, social media has become an important means for online marketing events. Individuals and companies both create fan pages on online platforms and develop business opportunities using social media. While many past studies have investigated social media, few have mentioned the effects of social media marketing activities. This study proposed the effects of social media marketing activities on continuance intention, participation intention and purchase intention via the mediation of social identification, perceived value, and satisfaction. To empirically test the effects of social media marketing activities, this study conducted an online survey on 502 social media users for data analysis. The analytical results indicated that social media marketing activities indirectly affect satisfaction through social identification and perceived value. At the sametime, social identification and perceived value directly affect satisfaction that then influences continuance intention, participation intention and purchase intention. Finally, the academic and management implications based on the empirical results of this study are provided as references for the improvement of social media marketing. | 1. Introduction The rise of social media has reflected people's need for interpersonal interactions. Social networking sites have brought social activities into the online virtual world. For example, the real-time texting facilitates information sharing and online social contacts among people. This phenomenon suggests companies use social media as an important part of their online marketing strategies. Social media marketing is defined as commercial marketing events or processes that use social media in an attempt to positively influence consumers' purchase behavior (Dann, 2010). In the face of the rapid rise of virtual community websites, many companies have already begun to think about how to rely on such sites to deepen their communications and interactions with users in order to build a sense of close and friendly relations and form virtual brand communities (Kaplan and Haenlein, 2010; Chen et al., 2014). As the Internet has developed different forms of media and applications over time, it has changed the traditional human interactions of the past and also created new bridges for communication. With the popularity of Internet and mobile technologies and the widespread reliance on online social media brand preferences, the sharing of consumer experiences and brand information has become a new field of brand marketing. Therefore, the development of social groups has become more efficient. Even among group members who have never met each other, a good sense of community can take shape. Communities that collect goods and services of a specific brand are called virtual brand communities. Prahalad and Ramaswamy (2004) suggested that consumers are not only interested in making product purchases; rather, they also want to crea

FAQs

How does the study explain the impact of social media marketing activities?

It proposes that social media marketing activities affect continuance intention, participation intention, and purchase intention via mediation through social identification, perceived value, and satisfaction.

What data and method did the authors use to test the model?

The authors conducted an online survey of 502 social media users and used the collected data for analysis to test the proposed effects.

What are the key findings about satisfaction?

Social media marketing activities indirectly affect satisfaction through social identification and perceived value, while social identification and perceived value also directly influence satisfaction.

Which intentions are influenced in the final part of the model?

Satisfaction influences continuance intention, participation intention, and purchase intention.

Oct 16, 2026

Uploaded by Asher