Article: Evaluating the role of customer relationships in mediating the relationship between social media marketing activities and purchase intention: an analysis of H&M in Indonesia Journal: International Journal of Agile Systems and Management (IJASM) 2025 Vol.18 No.3/4 pp.405 - 428 Abstract: Good social marketing activities will help companies to be more agile in response to the ever-changing digital landscape. This study investigates whether involvement in social media directly or indirectly relates to the likelihood of purchasing the products. The research also wants to analyse the mediating role of customer relationships. Specifically, our research focuses on the relationship between H&M's Instagram activities and purchase intention, with a particular emphasis on its Instagram presence in Indonesia. The research utilised online questionnaires and analysed data from 116 participants using partial least squares - structural equation modeling (PLS-SEM). Our findings indicate a significant association between social media marketing and customer relationships and a noteworthy relationship between customer relationships and purchase intention. Furthermore, we discovered that the relationship between social media marketing and purchase intention is indirect through customer relationships. Inderscience Publishers - linking academia, business and industry through research

Title: Evaluating the role of customer relationships in mediating the relationship between social media marketing activities and purchase intention: an analysis of H&M in Indonesia

Authors: Adelina Proboyo; Monica Joan; Isabella Anjani; Lianto

Addresses: School of Business and Management, Petra Christian University, Surabaya, 60236, Indonesia ' School of Business and Management, Petra Christian University, Surabaya, 60236, Indonesia ' School of Business and Management, Petra Christian University, Surabaya, 60236, Indonesia ' Graduate Business School, University College Sedaya International (UCSI), Cheras 56000, Kuala Lumpur, Malaysia

Abstract: Good social marketing activities will help companies to be more agile in response to the ever-changing digital landscape. This study investigates whether involvement in social media directly or indirectly relates to the likelihood of purchasing the products. The research also wants to analyse the mediating role of customer relationships. Specifically, our research focuses on the relationship between H&M's Instagram activities and purchase intention, with a particular emphasis on its Instagram presence in Indonesia. The research utilised online questionnaires and analysed data from 116 participants using partial least squares - structural equation modeling (PLS-SEM). Our findings indicate a significant association between social media marketing and customer relationships and a noteworthy relationship between customer relationships and purchase intention. Furthermore, we discovered that the relationship between social media marketing and purchase intention is indirect through customer relationships.

Keywords: social media marketing; customer relationships; purchase intention; Agile; H&M; Instagram.

DOI: 10.1504/IJASM.2025.147874

International Journal of Agile Systems and Management, 2025 Vol.18 No.3/4, pp.405 - 428

Received: 10 Mar 2024
Accepted: 03 Dec 2024
Published online: 05 Aug 2025 *

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Title: Evaluating the role of customer relationships in mediating the relationship between social media marketing activities and purchase intention: an analysis of H&M in Indonesia

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