The Mediating Role of Consumer Perception in the Effect of Social Media Marketing on Purchase Intentions: Insights from Bagalkot City
Keywords:
Social Media Marketing, Consumer Perception, Purchase Intentions, Mediation Analysis, Emerging Urban Markets, BagalkotAbstract
This study examines the mediating role of consumer perception in the relationship between social media marketing activities and purchase intentions among consumers in Bagalkot City, Karnataka. Drawing on a sample of 320 respondents actively engaged with social media platforms, the research employs structural equation modeling to test hypothesized relationships. Findings reveal that social media marketing significantly influences consumer perception, which in turn substantially mediates purchase intentions. The direct effect of social media marketing on purchase intentions remains significant but diminishes when consumer perception is introduced as a mediator, confirming partial mediation. These findings offer theoretical contributions to digital marketing scholarship and practical implications for marketers targeting emerging urban markets.
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