Evaluating the role of customer relationships in mediating the relationship between social media marketing activities and purchase intention: an analysis of H&M in Indonesia

Good social marketing activities will help companies to be more agile in response to the ever-changing digital landscape. This study investigates whether involvement in social media directly or indirectly relates to the likelihood of purchasing the products. The research also wants to analyse the mediating role of customer relationships. Specifically, our research focuses on the relationship between H&M's Instagram activities and purchase intention, with a particular emphasis on its Instagram presence in Indonesia. The research utilised online questionnaires and analysed data from 116 participants using partial least squares - structural equation modeling (PLS-SEM). Our findings indicate a significant association between social media marketing and customer relationships and a noteworthy relationship between customer relationships and purchase intention. Furthermore, we discovered that the relationship between social media marketing and purchase intention is indirect through customer relationships.