The Impact of Social Media Marketing on Purchase Decision through Customer Experience: An Empirical Study on Skin and Hair Care Products in Egypt

The purpose of this research is to empirically investigate the relationship between Social Media Marketing (SMM) and purchase decision with mediation role of customer experience in the Egyptian skin and hair care products. The objectives of this research are: to investigate the relationship between SMM and purchase decision, to examine the relationship between SMM and customer experience, to test the relationship between customer experience and purchase decision, to examine the moderation role of social platforms in the relationship between SMM and purchase decision and finally to investigate the mediation role of customer experience between SMM and purchase decision. Data in this study came from a survey of 390 acceptable responses. The results were analysed employing by Structural Equation Modeling technique (SEM) using Analysis Moment of Structures (AMOS) software. The main conclusions drawn from this study are: the direct effect between SMM and purchase decision is statistically significant, the direct effect between SMM and customer experience is statistically significant, the direct effect between customer experience and purchase decision is statistically significant. Finally, the results of the mediation effect indicate that there is a partial mediation effect of the customer experience in the relationship between SMM and purchase decision.