Examining the Factors influencing Purchase intention in social media Marketing

Abstract

The study examines the use and gratification of social media marketing inTanzania, with a particular focus on the influence of trust, personalization andusers’ satisfaction on the intention to purchase products advertised via socialmedia. A purposive sampling method was used to select respondents from apopulation of social media app users in Tanzania. Data was collected from 254respondents using a structured questionnaire. Data analysis involved theassessment of structural and measurement model using SmartPLS to validatethe hypothesized relationships. The results show that the personalization ofsocial media marketing and product thereof, trust. and users’ satisfaction havea significant influence on the intention to purchase products and servicesadvertised via social media. In particular, personalization, followed by usertrust and satisfaction, have been ranked in that order of priority in terms oftheir influence. In addition, an importance-performance map shows that, usertrust in social media plays a crucial role in influencing customer purchaseintent. Personalization is also important and performs well, highlighting theneed to tailor content and experiences to individual users. Although usersatisfaction is important, its performance falls short, emphasizing the need forconcerted efforts in managing social media platforms to increase usersatisfaction. Our findings emphasize the critical role of personalization, trust,and user satisfaction in shaping purchase intent via social media. Social mediaplatforms that prioritize these factors can build stronger connections with usersand drive business success. Keywords: Social media marketing, Personalization, Trust, intention to purchase, Users’satisfaction