THE ROLE OF MEDIATING SOCIAL MEDIA MARKETING: BOOSTING PURCHASE INTENTIONS VIA DIGITAL PLATFORMS

Abstract

**Abstract:**

This study explores the mediating and moderating effects in social media marketing, focusing on how these dynamics enhance purchase intentions among consumers through digital platforms. As businesses increasingly rely on social media to reach their target audiences, understanding the factors that influence consumer behavior is crucial for effective marketing strategies. The research identifies key variables, including user engagement, brand awareness, and perceived value, as mediators that facilitate the relationship between social media marketing efforts and purchase intentions. Additionally, it examines moderating factors such as demographics, consumer trust, and platform characteristics that may strengthen or weaken this relationship. Utilizing a mixed-methods approach, the study analyzes data collected from various social media campaigns and consumer surveys, revealing insights into the effectiveness of different marketing tactics. The findings underscore the importance of strategically designing social media marketing initiatives that leverage both mediating and moderating effects to optimize consumer engagement and ultimately drive higher purchase intentions. This research provides actionable recommendations for marketers seeking to enhance their impact in the digital landscape.