Asian Journal of Economics, Business and Accounting

Purpose: This study aims to explore the impact of social media marketing activities on purchase intention on millennials, with a particular focus on how customer experience mediates this relationship. The research applies the S-O-R (Stimulus-Organism-Response) model, the research seeking to explicate the mechanisms through which social media marketing influences purchase intention.

Design/Methodology/Approach: Data were collected from 329 participants in Jharkhand, India who actively engage on social media platforms like Facebook, Instagram, YouTube, and WhatsApp. A purposive sampling method was used to ensure involvement of relevant respondents. To analyze the data Structural Equation Modeling (SEM) with SmartPLS 4 was used.

Place and Duration of Study: The study, conducte­d between March and May 2024, targe­ted social media users in Jharkhand, particularly in East Singhbhum, Dhanbad, Ranchi, Ramgarh, Bokaro, Hazaribagh, Khunti, and De­ogarh.

Findings: The analysis reveals that Social Media Marketing Activities (SMMAs) has a strong and positive influence on Purchase Intention (PI) and Customer Experience (CE). The link was established as means to both directly and indirectly, through Customer Experiences (CE). Positive customer experiences significantly enhance purchase intention, highlighting the pivotal role of customer experience in the efficacy of social media marketing.

Originality/Value: Testing the relationship between customer experience as a mediator between Social Media Marketing Activities (SMMAs) and Purchase Intention (PI). The application of the S-O-R model offers a novel perspective on understanding consumer behavior in the context of social media marketing. The findings underscore the importance for businesses to focus on creating positive customer experiences through their social media marketing strategies to drive purchase intentions in Jharkhand.