Impact Of Social Media Marketing On Purchase Intention The Moderating Role

Of Perceived Enjoyment.

Abstract:

Purpose: This study used the Theory of Planned Behavior (TPB) to examine the variables that
influenced event attendees' decisions on whether or not to buy tickets for events utilizing social
networking sites.

Design/Methodology: A social media-distributed online survey that was based on the TPB was used
in this study, which employed a quantitative research methodology. Followers of events pages on
Facebook, Twitter, and Instagram made up the study's sample populations. The sample was provided
for convenience.

Findings: The study found that all the research hypothesis is accepted. All independent variables
which are event fans intention, event fans attitude EWOM and brand loyalty had positive significant
impact on the dependent variable which is event ticket purchase intention.

Social Implication: This study offered statistical support for the TPB's applicability when it comes to
event marketing and utilizing social media. This suggests a deeper comprehension of rational decision-
making as well as the social influences on the formation of behavioral intentions and intentions. The
model also included a component for subjective enjoyment. Positive views towards event social media
pages were successfully formed when perceived enjoyment was present. This emphasizes the need to
deliver information and materials in a fun and straightforward manner.

Practical Implications: When it comes to promoting events, perceived enjoyment seems to be a key
influence. This emphasizes the necessity of creating a great user experience for the events page,
encouraging customer feedback and information sharing through their enjoyable event-related stories
and experiences. Social media networks, which enable consumers to connect, communicate, and share
with their friends, are a relatively new marketing strategy. Social media should be used by event
marketers to aid in event creation, promotion, and planning. Social media is an ideal method for
reaching out to a core group of customers, members, and donors if the marketing objective is to
stimulate widespread interest in the event.

Keywords: event ticket purchase intention, event fans attitudes, event fans intention, perceived enjoyment,
electronic word of mouth (EWOM), brand loyalty

Introduction:

The expanding hospitality and tourist industries now heavily rely on events and festivals (Getz and Page,
2016). It helps expand alternative tourist products by enhancing the tourism and hospitality industries (Connell
et al., 2015). The backdrop for social, recreational, and cultural activities can be provided by festivals, which
have the ability to draw both locals and tourists (Axelson and Swan, 2010). The number of events, participants,
and event spending will all rise, according to the 2017 Global Meeting and Events Forecast Report.

Social media has had a significant impact on how people engage with and plan for travel experiences. Social
media has emerged as one of the fastest-growing communication channels and technological advancements
in both the online marketing of tourism and the internet environment. As a result, it has altered social
communication and become the new standard in our contemporary civilization (Harb et al. 2018).

The value of social media as a marketing tool has been recognized by marketers as a whole and, in the current
instance, event marketers in particularly, as a result of the integration of people and the rapid development of
social media. To interact with their clients, they have begun to use it as a marketing channel (Kaplan and
Haenlein, 2010). Users can interact with a new product or event before checking it out as a product, service,
or attending it as an event when an organization quickly learns about it through social networking sites (SNSs)
(Cong, 2013). Event managers must monitor social media and incorporate it into their event marketing
strategies, according to Lee et al. (2012).

Electronic word of mouth (EWOM) has long been seen as a powerful tool in marketing. Before buying goods
or services, people look for information that has been posted by prior clients to gain comfort. The Internet has
offered a number of suitable channels for EWOM, including blogs, forums, review sites, e-commerce sites,
and social media websites. The impact of EWOM in various sources on customers' purchasing intentions has
been discovered in earlier studies. The ability for users to communicate with their current networks on social
media platforms, which are relatively new EWOM platforms, has added a new dimension to EWOM. On
social media, people may now share their thoughts and experiences with friends and acquaintances about
different goods and services (Erkan & Evans 2016).

Problem Statement: Despite the widespread use of social media marketing, the impact of such marketing on
purchase intention remains unclear. One possible explanation for the mixed results is the moderating role of
perceived enjoyment. It is important to understand whether and how perceived enjoyment affects the
relationship between social media marketing and purchase intention.

Research Objectives

The purpose of this study is to: Effect of social media towards purchasing of the event tickets. Impact of
Event fans intention, marketer generated EWOM and event fans attitude towards purchasing of event ticket.
Assess the moderating effect of perceived enjoyment towards purchasing of event ticket and social media
marketing.

Research Question
A few research questions have been identified based on the section's declared objectives, and the researcher
is interested in finding the answers to these questions at the conclusion of the study. The following are the
research questions:

▪ Is there any committed relationship from social media marketing towards purchase intention?
▪ How does electronic word of mouth positively affect consumers purchase intention?
▪ How does social media marketing influences consumers’ behavior on purchase intention?

Literature Review:

Social Media Marketing

Harb et al. (2018) provided a definition for social media marketing in contrast to the majority of social media
literature, which defines social media in general. According to their research, it is "a social and management
process by which individuals and groups achieve their goals by producing and exchanging goods and value
with others." As a result, businesses have started using social media as a conduit for communicating with
customers. While there is agreement on the significance and utility of social media in most marketing plans
regardless of business, several studies have provided empirical analysis regarding how certain industries
employ social media in their marketing strategies.

Social media marketing is more economical than conventional marketing avenues. In this regard, Kirtis and
Karahan (2011) investigated the significance of social media marketing as well as the question of whether the
price of advertising on social media was less than that of traditional media. According to their analysis, social
media is a powerful marketing tool that has helped save marketing costs because it is a quick, easy, and
convenient way to disseminate information.

Ab Hamid et al. (2013) investigated how social media affects customers' stickiness and perceptions of the
value of social media in the buying decision-making process for hotels. They discovered beneficial
relationships between social media usage, loyalty, and hotel patron retention. Hence, the authors advised hotel
management to concentrate on social media as a powerful marketing tool.

Facebook event websites and social media generally make it easier for consumers to find local events, read
reviews, and build more connections with the public; these aspects are crucial for event organizers and enhance
overall attendance (Becker et al., 2009). Also, it's anticipated that social interactions between fans on Facebook
event pages will foster an emotionally engaging atmosphere, perhaps increasing the number of attendances.
In order to investigate how emotional elements, such as arousal and valence, affected users' use of social media
as well as their opinions towards using social media to learn about and attend events, Facebook event websites
were chosen as the study's primary data source (Lee et al., 2012).

Via social media, Sin et al. (2012) examined variables that influenced young Malaysian consumers' propensity
to make online purchases. They constructed their study tool in accordance with the Theory of Reasoned Action
and the Technological Acceptance Model. In this study, perceived utility, perceived usability, and subjective
norms were all considered. The study came to the conclusion that perceived utility, perceived ease of use, and
subjective norms were the factors that most influenced young consumers' online purchase intentions through
social media.

Ayeh et al. (2013) looked into people's intentions when it comes to using user-generated content for travel
planning. They discovered that passengers' attitudes have a direct impact on things like simplicity of using it,
effectiveness, matching of interests, reliability, and joy.

Perceived enjoyment has been utilized in earlier studies as a predictor of social media and technology
adoption. Look at the elements that influence a website's success. They discovered that one of the most crucial
elements of a successful website was fun. Enjoyment as an intrinsic motive has been identified as a factor in
the literature regarding technology acceptance behavior (Harb et al. 2018)

Lee et al. (2012) looked at what aspects affect fans' perceptions and actions towards Facebook event websites
for special events. The results showed that individuals' attitudes and intentions towards an event are highly
influenced by their perception of how much fun they are having on Facebook. Among the most effective
marketing methods available at the moment is social media, which enables a brand to engage with potential
customers by earning their trust.

In her study, Neti (2011) covered social media principles, social media marketing, as well as the development
and advantages of social media. Her research showed that social networking is no longer a passing trend.
Instead, it has evolved into one of the primary platforms for interaction between customers and brands. In
addition, blogging benefited a company's reputation and expansion, according to Neti's research. According
to the survey, social media should be used by all businesses as a promotional tool.

Event Marketing

All industry needs marketing as it is a major factor in luring clients. The process of designing or developing a
themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to
promote a product, cause, or organization is described as event marketing by Business Dictionary (2015). The
inclusion of marketing strategy in customer engagement is made evident by this definition.

There is no denying that specifically social media and the internet in general have impacted our daily life Harb
et al. (2018), Consumers now have more influence thanks to social media, which makes it simple for them to
exchange information and easily learn more about goods or services. Like an outcome, social media has a big
impact on how customers behave (Mangold and Faulds, 2009). It is clear that social media is present in the
field of event marketing. In truth, social media is a crucial marketing tool for enhancing communication
between brands and their customers, specifically as the efficacy of conventional advertising tactics dwindles
over time (Lee et al., 2012).

To find out how much a company can influence its clients, Dholakia and Durham (2010) conducted a study
using a Facebook fan page they developed. To gain followers, they created a Facebook page and flooded it
with messages and offers. The writers marketed a well-known chain of bakeries and coffee shops in Houston
and looked at the differences in consumer behavior between people who liked the page and others who didn't.
According to the survey, those who joined the page made more monthly store visits. Positive word-of-mouth
was spread more widely by fans than by non-fans. Also, the fans said they felt a lot more emotionally
connected to the store, which may explain why they are more likely to tell their friends about it.

Electronic Word of Mouth and Purchase Intention

Websites for media platforms are seen as being ideal platforms for electronic word-of-mouth (Erkan & Evans,
2014). These websites enable influencers to establish and boost profiles linked to the goods and services of
businesses in addition to the ongoing dialogues amongst customers. Written words, images, videos, and even
applications are ways that people can convey their opinions. The attractiveness and enjoyment of EWOM are
increased by visually enhanced content.

Also, social media platforms make it easier for EWOM material to be spread among a large number of
individuals (Sohn, 2014); users can even express their opinions by simply forwarding items they agreed with
(Chu & Kim, 2011).

More people are using social media to learn about brands (Baird & Parasnis, 2011; Barreda, Bilgihan, Nusair,
& Okumus, 2015; Naylor, Lamberton, & West, 2012). There are several potential methods for EWOM
information to appear through social media. People are allowed to post on purpose about companies, their
goods, or their services.

Users may also accidentally reveal their preferences to their network by following certain businesses,
engaging with their postings by liking and commenting, or producing content that features those brands
without any apparent commercial motive. Last but not least, advertisers can publish content on social
networking networks through their official accounts (Alboqami et al., 2015).

In Pakistan, Tariq et al. (2017) examined how brand awareness and electronic word of mouth affect consumers'
inclination to buy. The survey was employed. Intention to purchase plus electronic word-of-mouth are
significantly and favorably correlated with one another. In order to research the impact of electronic word of
mouth in social media on customers' purchase intentions, Erkan and Evans (2016) polled university students
who use social media websites. The study's findings demonstrate that electronic word of mouth has a favorable
impact on customers' inclinations to make purchases.

When making a purchasing choice, EWOM messaging significantly reduce risk and ambiguity, which
influences purchasers' subsequent desire to buy (Wang et al., 2012). According to Lee et al. (2011), goods
with more favorable ratings typically do better in the marketplace. On the other side, if there are more
unfavorable reviews, customers would notice more flaws and have a less favorable intention to buy the goods
(Park and Lee, 2008).

Brand Loyalty and Purchase Intention

Several researchers have defined brand loyalty in various ways. But brand loyalty is merely a customer's
perception of a company's reputation or, more likely, their preference for a particular product over competing
options. We may also refer to it as a customer's propensity for making repeated purchases. Meanwhile, Danish
et al (2018) state that the following six requirements must be met for a brand to enjoy consumer loyalty:

A customer's biased decision to purchase. Behavioral response is the act of making a purchase while taking
alternative products into consideration. Over time, this purchase tendency will manifest itself more than once.
Not taking into account the decision-making procedure. Making the same product choices even when there
are better options available. A cognitive aspect.

A customer typically purchases a product that is more known to them or that they have already tried.
Customers will be more devoted and likely to buy the same goods when a brand is more well-known to them
and they have a positive perception of it as a whole. Typically, a company's primary goal is to increase sales
or profit, and in order to accomplish this goal, brand loyalty is essential or serves as the foundation. Due to
the product's qualities, reputation, price, and other factors, the consumer typically prefers to pay money for it.
They are also typically loyal customers, continuing to buy the same product and recommending it to others
(Malik, Ghafoor, Iqbal, & Usman Riaz, May2013). Despite the fact that there is experiential evidence to
suggest that in many settings, brand loyalty influences the propensity to purchase.

Danish et al. (2018) claims that "brand awareness plays an important role in consumer decision making by
bringing three benefits; these are knowledge advantage, contemplation advantage, and selection advantage".
On the other side, a customer will be brand loyal if he consistently buys the goods or has a continual buying
mentality. This study examines the relationship between brand loyalty, brand recognition, brand awareness,
perceived pricing, and brand image quality and how it affects customer purchase intention.

According to Lee et al. (2012), audience members' social interactions on each Facebook event page are
anticipated to be more emotionally compelling, which may also help attract more attendees. Therefore,
Facebook event pages have been chosen for the current study, which aims to investigate how emotional
factors, such as arousal and valence, influence users' adoption of social media and whether such adoption can
affect users' attitudes towards using social media and intentions to attend the events.

Hypothesis

H1: Social Media Brand Loyalty had positive impact on the Event Ticket Purchase Intention.

H2: Event Fans Intention had positive impact on the Event Ticket Purchase Intention.

H3: EWOM had positive impact on the Event Ticket Purchase Intention.

H4: Event Fans Attitude had positive impact on the Event Ticket Purchase Intention.

H5: Perceived Enjoyment moderates the positive relationship between the social media marketing matrices
and Event Ticket Purchase Intention.
Conceptual Framework:

Perceived
Social Media Enjoyment
Marketing

Social Media
brand Loyalty

Event Fans
intention

Event Ticket
Purchase
Intention

Marketer
generated
EWOM

Event Fans
Attitude

Fig 1. Conceptual Framework.

Research Methodology:

An online survey was used in this study as a quantitative research technique. A questionnaire was created by
the researchers using the Theory of Planned Behavior (TPB). The responders to the survey were Facebook
event page fans.

The requirements for participation were:

➢ event fans who followed US festival pages on Facebook, Twitter or Instagram;

➢ event fans who followed musical events on Facebook, Twitter or Instagram;
➢ age greater than 18 years old.

More specifically, the survey screen question was: Please indicate which option(s) best describe you (Please
select all that apply).

➢ I’m a fan of a festival page on Facebook.

➢ I’m a fan of a festival page on Twitter.
 ➢ I’m a fan of a festival page on Instagram.
➢ I’m a fan of musical event on Facebook.
➢ I’m a fan of musical event on Twitter.
➢ I’m a fan of musical event on Instagram.
➢ None of these describe me

Additionally, the researchers made clear in the survey's opening that participants must be 18 years of age or
older. This study employed the TPB to look at how followers behaved and how they felt about utilizing social
media as a marketing tool. With the help of the TPB, we investigated the variables that affected participants'
decisions to use social media as a marketing tool for their intention to purchase event tickets.

Research Sample

In order to try to address the research issue, this study used a sample of test 125 event attendees in Multan by
gathering responses to an online survey. Convenience sampling, a non-probability sample technique, will be
used in the study to choose the participants. Consumers who have previously connected with social media
marketing efforts will take part in the study.

RQ1.

“What factors influence you to use social media as a motivation tool to attend events?”

The study identified five factors: perceived enjoyment, attitudes, Fans intention, EWOM and social media
brand loyalty. The questionnaire included screening questions, personal information, perceived enjoyment,
attitudes, Fans intention, EWOM and social media brand loyalty towards an intention to continue using social
media as a marketing tool.

Data Collection

Data for this study were gathered through an online survey. The survey was disseminated online via email,
social media, and other ways. Between 23 January 2023 and 19 May 2023, data were gathered. An
informational page about the research was shown before the survey questions when participants linked to the
survey URL. It took 10 to 15 minutes to complete the survey. The research topic and respondents' right to
confidentiality were described in the introduction. The survey could be completed by participants at their own
pace.

Data Analysis

Data were compiled and statistically analyzed by using SPSS software. A linear regression analysis was
conducted to examine the proposed predictors of intention to attend events by using social media and the effect
of perceived enjoyment on event fans attitudes. In addition to perceived enjoyment variable, the standard TPB
variables, attitude, intention, EWOM and social media brand loyalty and were entered.

Sample Profile
The study investigated the opinion of events fans toward social media marketing for event ticket purchase
intention. We collected data from event page fans from three popular social media websites (Facebook, Twitter
and Instagram). The majority of events pages fans followed Facebook events pages. Twitter was in second
place, then Instagram. From the125 participants, A total of 125 usable questionnaires were collected in this
study. Among the 125 respondents, 55.2 percent were female, and 44.8 percent were male. Most of our
respondents were age from 16-25 which is 88 percent and most of the respondents had an education level of
bachelors which is 44.8 percent.

Measures

The constructs of interest in this study included perceived enjoyment, attitude, fans intention, EWOM and
social media brand loyalty. We adopted measures from previous literature.

Perceived Enjoyment: Used a five-point Likert scale ranging from strongly agree (1) to strongly disagree (5)

Event Fans Intention: Used a five-point Likert scale ranging from strongly agree (1) to strongly disagree (5)

Event Fans Attitude: Used a five-point Likert scale ranging from strongly agree (1) to strongly disagree (5)

EWOM: Used a five-point Likert scale ranging from strongly agree (1) to strongly disagree (5)

Social Media Brand Loyalty: Used a five-point Likert scale ranging from strongly agree (1) to strongly
disagree (5)

Purchase Intention: Used a five-point Likert scale ranging from strongly agree (1) to strongly disagree (5)

Results:

Reliability Test:

Variable Items Cronbach’s Alpha

Perceived enjoyment
Event fans attitude
Brand loyalty
Event fans intention
EWOM
Event ticket purchase intention
6 .912
6 .872
3 .781
4 .855
5 .837
3 .807
Table 1. Reliability Analysis.

The reliability test performed to determine the internal consistency of the measures used. The minimum
acceptance criteria of reliability are the value of Cronbach’s alpha should be equal or greater than 0.70.

As we can see the values of the Cronbach’s alpha are greater than 0.70 so there is greater internal consistency
between the variables.
Descriptive Statistics :

N Mean Std. Deviation

perceived_enjoyment 125 16.8627 5.07410
event_fans_attitude 125 18.4800 4.54895
brand_loyalty 125 7.4720 2.32648
event_fans_intention 125 10.2420 2.99410
event_ticket_purchase_intention 125 7.5093 2.17124
electronic_wom 125 14.4752 4.06501
Valid N (listwise) 125
Table 2. Descriptive Statistics.

The mean perceived enjoyment score is 16.8627, indicating that, on average, participants reported a moderate
level of enjoyment. The standard deviation of 5.07410 suggests that there is some variability in the reported
enjoyment scores among participants. The mean attitude score of event fans is 18.4800, indicating that, on
average, event fans have a positive attitude. The standard deviation of 4.54895 suggests that there is some
variability in the attitudes of event fans. The mean brand loyalty score is 7.4720, indicating a moderate level
of brand loyalty among participants. The standard deviation of 2.32648 suggests that there is some variability
in the reported brand loyalty scores.

The mean intention score of event fans is 10.2420, indicating a moderate level of intention to engage in event-
related activities. The standard deviation of 2.99410 suggests that there is some variability in the reported
intention scores. The mean intention score for purchasing event tickets is 7.5093, indicating a moderate level
of intention to purchase tickets. The standard deviation of 2.17124 suggests that there is some variability in
the reported ticket purchase intention scores. The mean electronic word-of-mouth (EWOM) score is 14.4752,
suggesting a moderate level of EWOM among participants. The standard deviation of 4.06501 indicates some
variability in the reported EWOM scores.
Correlation Analysis :

perceived Event brand Event Event Electronic

enjoyment fans loyalty fans ticket WOM
attitude intention purchase
intention
perceived Pearson 1
enjoyment Correlation
Sig. (2-
tailed)
N 125
Event fans Pearson .670** 1
attitude Correlation
Sig. (2- .000
tailed)
N 125 125
**
brand loyalty Pearson .542 .419** 1
Correlation
Sig. (2- .000 .000
tailed)
N 125 125 125
Event fans Pearson .580** .470** .664** 1
intention Correlation
Sig. (2- .000 .000 .000
tailed)
N 125 125 125 125
Event ticket Pearson .511** .458** .580** .572** 1
purchase Correlation
intention Sig. (2- .000 .000 .000 .000
tailed)
N 125 125 125 125 125
**
Electronic Pearson .578 .639** .500** .504** .689** 1
WOM Correlation
Sig. (2- .000 .000 .000 .000 .000
tailed)
N 125 125 125 125 125 125
**. Correlation is significant at the 0.01 level (2-tailed).
Table 03. Correlation Analysis.
The correlation analysis is a statistical method used to observe all the existence of relationship between
independent variables and dependent variables (Sekaran, 2006). Table 2 presents a correlation matrix, which
shows the strength and direction of the linear relationship between six variables: perceived enjoyment, event
fans' attitude, brand loyalty, event fans' intention, event ticket purchase intention, and electronic word-of-
mouth (EWOM). The correlations are measured using Pearson's correlation coefficient, which ranges from -
1 to 1, where -1 represents a perfect negative correlation, 0 represents no correlation, and 1 represents a perfect
positive correlation.

The table shows that all correlations are significant at the 0.01 level (2-tailed), indicating a strong relationship
between the variables. Specifically, perceived enjoyment is positively correlated with event fans' attitude (r =
0.670), brand loyalty (r = 0.542), event fans' intention (r = 0.580), event ticket purchase intention (r = 0.511),
and EWOM (r = 0.578). Similarly, event fans' attitude is positively correlated with brand loyalty (r = 0.419),
event fans' intention (r = 0.470), event ticket purchase intention (r = 0.458), and EWOM (r = 0.639). Brand
loyalty is positively correlated with event fans' intention (r = 0.664), event ticket purchase intention (r = 0.580),
and EWOM (r = 0.500). Event fans' intention is positively correlated with event ticket purchase intention (r =
0.572) and EWOM (r = 0.504). Finally, event ticket purchase intention is positively correlated with EWOM
(r = 0.689).

There is no significance error between the variables so the hypothesis is accepted.

Regression Analysis :

Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
a
1 .754 .568 .551 1.45504
a. Predictors: (Constant), electronic_wom, brand_loyalty, perceived_enjoyment, event_fans_intention,
event_fans_attitude
Table 04. Model Summary.
As indicated in the table no 3, we can see that R-square value is .569 which means that our independent
variables cause 56.9% changes in the dependent variables which is event ticket purchase intention.

ANOVA
Model Sum of Squares df Mean Square F Sig.
Regression 332.634 5 66.527 31.423 .000b
Residual 251.939 119 2.117
Total 584.572 124
a. Dependent Variable: event_ticket_purchase_intention
b. Predictors: (Constant), electronic_wom, brand_loyalty, perceived_enjoyment, event_fans_intention,
event_fans_attitude
Table 05. ANOVA.
The ANOVA table indicates that the regression model is a good fit for the data, as it explains a significant
amount of the variation in the dependent variable (event_ticket_purchase_intention). The predictor variables
collectively have a significant effect on the dependent variable, as indicated by the small p-value. In the table
the results shows that the p-value is 0.000 which is less than 0.05 hence we can say that there is a significant
relationship between our dependent variable and independent variables.

Coefficients
Model Unstandardized Standardized t Sig.
Coefficients Coefficients
B Std. Error Beta

event_fans_attitude -.026 .038 -.055 -.688 .493

brand_loyalty .201 .077 .215 2.590 .011
event_fans_intention .140 .061 .194 2.29 .024
perceived_enjoyment .219 .033 .511 6.59 .000
electronic_wom .277 .045 .519 6.217 .000
a. Dependent Variable: event_ticket_purchase_intention
 Table 06. Coefficients Analysis.

This table represents the results of a linear regression analysis with the dependent variable "event ticket
purchase intention" and five independent variables: "event fans attitude", "brand loyalty", "event fans
intention", "perceived enjoyment", and "electronic word of mouth".

The table provides information on the unstandardized and standardized coefficients of each independent
variable, as well as their standard errors, t-values, and statistical significance. The unstandardized coefficients
represent the change in the dependent variable for a one-unit increase in the independent variable, holding all
other independent variables constant. The coefficient for "brand loyalty" is 0.201, which means that a one-
unit increase in brand loyalty is associated with a 0.201 increase in event ticket purchase intention, holding all
other variables constant. And respectively the coefficient for event fans intention, EWOM and perceived
enjoyment are 0.140, 0.277 and 0.219 which means that a one unit increase in the constant variables is
associated with a 0.140, 0.277 and 0.219 increase in a event ticket purchase intention.

P-value (Sig.) indicate the significance of the estimated coefficient. A small p-value (usually less than .05)
suggests that the estimated coefficient is statistically significant. the results suggest that "brand_loyalty",
"event_fans_intention", and "electronic_wom" are statistically significant predictors of
"event_ticket_purchase_intention".

Discussion :

Social media marketing has a significant impact on consumers' purchase intentions. However, the impact can
be moderated by the perceived enjoyment of the consumer. When perceived enjoyment is high, social media
marketing can have a strong positive impact on purchase intention. Therefore, businesses should consider
consumers' enjoyment of social media when developing social media marketing campaigns. By creating
engaging and enjoyable content, businesses can increase the impact of their social media marketing efforts
and ultimately influence purchase intention.

Our results clearly mirror, the findings which recognized perceived enjoyment, brand loyalty, EWOM and
fans intention as a significant factor that affects event ticket purchase intention. The hypothesis was also
accepted by the previous study (Harb et al. 2018). In our results the EWOM has greater impact on ticket
purchase intention but the previous study EWOM has not direct impact on the purchase intention, in the
previous study they said the brand image has the direct effect on the consumers purchase intention (Chaubey
and Kala 2018). In our study event fans attitude had greater significant value due to this the hypothesis of this
variable is rejected. But in the previous study event fans attitude had greater impact on the purchase intention
(Harb et al. 2018). This finding is contrary to the findings of Chevalier and Mayzlin (2006) in the USA, Park
et al. (2007) in South Korea, Jalilvand and Samiei (2012) in Iran but similar to the results of Torlak et al.
(2014) and Farzin and Fattahi (2018) in Turkey and Iran respectively.

Conclusion :
The goal of this study was to understand and forecast event fans' intention to attend events after utilizing social
networking websites by looking at the antecedents of event fans'/festival fans' intention, including event fans'
attitude and perceived enjoyment. Through social media apps like WhatsApp, Instagram, Facebook, and
Twitter, data were gathered online. The researchers also looked at how event fans' perceptions of enjoyment
affected their perceptions of event pages on social networking sites (SNS).

In conclusion, the impact of social media marketing on purchase intention is a complex phenomenon that is
influenced by a variety of factors. The results of studies examining this relationship have been mixed, with
some suggesting that social media marketing has a positive effect on purchase intention and others indicating
no significant relationship.

One potential moderating factor that has received increasing attention is perceived enjoyment. This refers to
the extent to which individuals find social media marketing enjoyable, entertaining, and engaging. Research
has shown that when individuals perceive social media marketing as enjoyable, they are more likely to engage
with it and to develop positive attitudes towards the products or services being advertised.

Overall, the moderating role of perceived enjoyment suggests that social media marketing can be an effective
tool for increasing purchase intention, but only if the content is engaging and enjoyable for consumers.
Therefore, marketers need to focus on creating content that is not only informative but also entertaining and
engaging for their target audience. By doing so, they can increase the likelihood that consumers will develop
positive attitudes towards their products or services and be more inclined to make a purchase

Limitations And Recommendation:

There are a few restrictions on this study. First, the population of this study was not as diverse as it may have
been due to the convenience sample. Future study may benefit from having a larger, more diverse sample in
terms of age, ethnicity, gender, and education. Second, the measurement of perceived enjoyment is subjective
and may vary between individuals. Future research could investigate how different aspects of perceived
enjoyment, such as social interaction and entertainment value, influence the relationship between social media
marketing and purchase intention.

Third, there is a need to examine the impact of other moderating factors, such as product involvement and
social influence, on the relationship between social media marketing and purchase intention. Future research
could investigate the impact of other moderators, such as the customer’s motivation, trust, and involvement
with the brand, on the relationship between social media marketing, perceived enjoyment, and purchase
intention.

References:

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