Marketing is an important part of a company's management in order to achieve success in meeting company goals. The purpose of this research is to determine The Impact of Social Media Marketing Activities on Consumer Purchase Intention: Case of Facebook Live Streaming. The study was carried out with a total sample of 205 respondents using a convenient sampling technique. Quantitative surveys were used to collect data based on social media activities (SMMA) model constructs. The data were analysed using multiple regression analysis. It has been found that all social media marketing activities variables have a significant impact on Purchase Intention. Perceived Trust is the best predictors followed by eWord of Mouth (eWOM), Entertainment, and Interactivity, respectively. The finding will help e-commercial live streamers to be aware that although live streaming provides entertainment and interactivities to the audience as the engagement outcomes, trust and eWOM are the top influencing factors for consumers' intention to purchase.
Live Stream Marketing, Facebook Live, Social Media Marketing Activities, Entertainment, Interactivity, Word of Mouth, Perceived Trust, Purchase Intention
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