Social Media Marketing Activities and Purchase Intention: A Moderated Mediation Model of Brand Identity and Customer Trust from the Perspective of Social Identity Theory

Based on the theoretical lens of social identity theory, this study investigates the impact of social media marketing activities on purchase intention through the indirect effect of brand identity. Further, this study also examines the moderating role of customer trust in the relationship between brand identity and purchase intention. We also test the moderated mediation model, and for this purpose, we collect data from individuals working in the public and private sectors, as well as from those with self-employment. Data for this study were analyzed using SPSS v. 25 and Smart PLS version 4.00 through various statistical techniques, including reliability, validity, correlation, and process-macro analysis for direct, indirect, and moderation effects. The findings of this study revealed that social media marketing activities have a positive impact on purchase intention, and brand identity partially mediates the relationship between social media marketing activities and purchase intention. Furthermore, the results of this study suggest that customer trust moderates the relationship between brand identity and purchase intention, and the findings also support the moderated mediation model presented in this study. The present research guides firms by explaining the importance of utilizing social media marketing activities (Facebook, WhatsApp, Instagram, Twitter, LinkedIn, and YouTube) to achieve organizational objectives and generate higher productivity and profitability. This study also contributes to social identity theory by explaining the proposed relationships, particularly the mediation of brand identity and the moderation of customer trust.