Examining the Evidence on Social Media Marketing and Purchase Intention: A Critique of Hakro et al. (2023)

This paper presents a structured critical evaluation of Hakro et al. (2023), examining whether the empirical evidence offered is sufficient to support claims that social media marketing significantly influences consumer purchase intention through consumer engagement. Using a documentary critique approach, the paper assesses internal consistency, methodological alignment, statistical interpretation, and the adequacy of mediation testing within the focal study, while situating the findings against contemporary marketing literature. The analysis concludes that the article provides exploratory, context-specific evidence rather than robust generalizable proof, highlighting weak effect sizes, inconsistencies in sample reporting, and unsupported mediation claims. As a result, the paper cautions both scholars and practitioners against treating the study as a stand-alone basis for broad strategic decision-making.