The Impact of Social Media Marketing on Purchase Decision through Customer Experience: An Empirical Study on Skin and Hair Care Products in Egypt

Abstract

The primary objective of this study is to conduct an empirical examination of the relation between Social Media Marketing (SMM) and purchase decisions, while also considering the mediating influence of customer experience within the context of Egyptian skin and hair care products. The objectives of this study are as follows: to explore the relation between social media marketing (SMM) and consumers’ purchase decisions, to analyse the relation between SMM and customers’ overall experience, to assess the impact of customers’ experience on their purchase decisions, to investigate the moderating role of social platforms in the relationship between SMM and purchase decisions, and lastly, to examine the mediating role of customers’ experience in the relationship between SMM and purchase decisions. The data gathered in this study was obtained via a survey consisting of 390 valid replies. The data was examined using the Structural Equation Modelling approach (SEM). The main findings derived from this study indicate that there is a statistically significant direct relation between social media marketing (SMM) and purchase decision. Additionally, the study reveals a statistically significant direct relation between SMM and customer experience, as well as between customer experience and purchase decision. The findings of the study reveal that the customer experience has a partial mediating role in the relation between social media marketing (SMM) and purchase decision.