The Impact of Social Media Interaction Frequency on Purchase Intention: Evidence from the Guiyang IT Market Mediated by Consumer Trust

Abstract

With the development of social media platforms, the importance of social media marketing is gradually realized by major brands. This paper constructs an SEM test model containing a measurement model and a structural model, discusses the influence of social media participation on consumers' purchase intention, proposes the mediating role of brand equity and the moderating role of AI participation, and puts forward the corresponding research hypotheses for the above influencing roles. Questionnaires are designed to screen target users of social media platforms, research data are collected, data reliability and validity are examined, and relationships between variables are measured through SEM paths. The AVE values of the indicators of social media participation, such as liking and commenting, content creation, attention and interaction, and emotional investment, are all greater than 0.75, which has the fit validity. The standardized path coefficients of different dimensional variables on brand equity are 0.192, 0.162, 0.159, and 0.206, respectively, and social media engagement significantly and positively influences consumer purchase intention through the mediating bridge pair of brand equity. The findings are instructive for brand equity to enhance the marketing effectiveness of social media platforms.