Univrsity Of Tehran Press Journal of Information Technology Management 2980-7972 16 1 2024 02 01 The Influence of Social Media Marketing Activities on Purchase Intention: A Study of the E-Commerce Industry 201 216 96672 10.22059/jitm.2024.96672 EN Affendy Abu Hassim Universiti Kuala Lumpur Business School, 54000 Jalan Gurney Kuala Lumpur, Malaysia. Mohd Farid Shamsudin Associate Professor, Universiti Kuala Lumpur Business School, 54000 Jalan Gurney Kuala Lumpur, Malaysia. GholamReza Zandi Associate Professor, Universiti Kuala Lumpur Business School, 54000 Jalan Gurney Kuala Lumpur, Malaysia. Nasution Ismail Senior Lecturer, Universiti Kuala Lumpur Business School, 54000 Jalan Gurney Kuala Lumpur, Malaysia. Journal Article 2024 04 14 This paper sought to examine the impact of perceived Social Media Marketing Activities (SMMAs) on customer purchase intention via brand awareness in an online context. An online questionnaire was used to collect data from 188 samples. The data were analyzed using the structural equation modeling approach, and the research hypotheses were examined using SEM. The study measured SMMAs through personalization, customer community, and live video. The results revealed that SMMAs were insignificant towards brand awareness and purchase intention. The result also stated that brand awareness does not mediate the relationship between SMMA and purchase intention. However, brand awareness was found to affect purchase intention positively. The current study introduces the stimulus–organism–response model as a theoretical support to examine SMMAs of e-commerce to customers' purchase intention via brand awareness. https://jitm.ut.ac.ir/article_96672_d5e10fb71950578e88069ed8187e59ea.pdf