The impact of viral marketing strategies on consumer purchase intention in social E-commerce : based on the mediating role of user engagement

Abstract

This study, conducted within the context of social e-commerce, investigates the impact mechanisms of viral marketing strategies on consumer purchase intention, incorporating user engagement as a mediating variable for empirical analysis. The findings of this research indicate that viral marketing strategies effectively enhance consumer purchase intention. User engagement plays a pivotal role in the effectiveness of these strategies. Through their social attributes and incentive mechanisms, viral marketing strategies can stimulate users’ interactive behaviors and increase their enthusiasm for participation, thereby strengthening user retention. Further analysis reveals that user engagement exerts a positive influence on consumer purchase intention. Additionally, the study identifies the mediating role of user engagement in the relationship between viral marketing strategies and consumer purchase intention. Specifically, viral marketing strategies not only directly impact consumer purchase intention but also indirectly influence it by fostering user engagement. This research contributes to the existing literature on viral marketing strategies and user engagement by offering optimization recommendations based on the findings. Additionally, it provides valuable insights for the practical implementation of social e-commerce platforms