Moderating Role of Customer Engagement and Social Media Marketing Activities on Consumers Purchase Intention: A Conceptual Framework

HRMARS - Social commerce has gained much popularity over the last decade due to improvements in Internet technology and Web 2.0 features. This conceptual paper examines the effect of Social Media Marketing Activities (SMMA) on purchase intention in the restaurant industry. Customer Engagement is introduced as a moderating factor which impacts purchase intention. A deductive approach and purposive sampling technique was used in this study. This study contributes to current theory by adding Custom