Title: Examining purchase behaviour through brand advertising strategy in social media fan pages: the mediating effects of consumer engagement behaviours

Authors: Qazi Mohammed Ahmed; Anees Wajid; Muhammad Arsalan Nazir

Addresses: Bahria Business School, Bahria University, Islamabad, Pakistan ' Department of Management Sciences, Hazara University, Mansehra, Pakistan ' Executive Business Centre, Greenwich Business School, University of Greenwich, London, UK

Abstract: The study aims to explore the associations of remuneration and creativity as brand advertising strategy on the purchase intention of social media consumers. The study proposes that this relationship is mediated through user-generated content (UGC) and peer influence which act as consumer engagement behaviours. We draw evidence through structured questionnaire from 673 respondents from higher educational institutes. We employed structural equation modelling (SEM) for data analysis and testing hypotheses. The results portray that remuneration imposed a significant impact on UGC and peer influence but showed an unsupportive linkage with purchase intention. Creativity exerted a significant impact on UGC, peer influence and purchase intention. Both UGC and peer influence fully mediated the relationship between remuneration and purchase intention. Contrastingly, both of these intervening variables partially mediated the relationship between creativity and purchase intention. We introduce less studied predictors of social media advertising (SMA) and provide valuable insights using the under-researched context of Pakistan. The research framework also offers some guidelines for social media researchers and practitioners.

Keywords: remuneration; purchase behaviour; brand advertising; creativity; UGC; peer influence; social media.

DOI: 10.1504/IJIMA.2025.147542

International Journal of Internet Marketing and Advertising, 2025 Vol.23 No.1/2, pp.208 - 231

Received: 19 Aug 2022
Accepted: 21 Feb 2023
Published online: 21 Jul 2025 *

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