Investigating consumer purchase intention in online social media marketing: A case study of Tiktok

Online social media marketing has become a mainstream marketing approach, with huge and rising sales volume. Drawing on the pleasure-arousal-dominance model and flow theory, this study empirically investigates the relationships among perceived value, flow experience, emotional pleasure, and purchase intention by using a questionnaire survey of 257 consumers of Tiktok subordinating to online social media marketing in China. The results indicate that hedonic value and utilitarian value are positively associated with consumer purchase intention, respectively. Emotional pleasure mediates the relationship between perceived value and purchase intention, while flow experience positively moderates the relationships between hedonic value and emotional pleasure and between emotional pleasure and purchase intention. This study extends the online social media marketing literature related to consumer purchase intention. The results provide implications for future research and for operators and marketers.