Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context

Recently, social media marketing has become an effective tool for restaurants to gain visibility, increase customer engagement, and boost sales. Through activities (SMMAs) including customization (CUST), entertainment (ENTR), trendiness (TRND), interaction (INTR), can connect with their customers in a dynamic way that may affect satisfaction purchasing behavioral intention. Hence, this study primarily aims empirically explore the individual influence of SMMAs namely CUST, ENTR, TRND, INTR on followers’ purchase intention sample casual-dining Saudi Arabia. Furthermore, drawing Stimulus-Organism-Response (S-O-R) model, we also seek investigate as mediating variable relationship between CUST-PI, ENTR-PI, TRND-PI, INTR-PI. examine direct CS PI. In order meet these objectives, online survey was created collect data from convenience restaurant followers. Data 415 followers were analyzed using PLS-SEM bootstrapping technique confirm research hypotheses. The findings illustrated significant positive effect intention, respectively. Trendy did not significantly Additionally, partially mediated relationships INTR, PI but fully trendiness-purchase relationship. results assist operators leverage benefits more effectively by understanding how customers’ intentions enhancing be used capitalize media.