Social networking sites engagement and purchase intention toward foreign brands: The mediating roles of multicultural experience and foreign brand love

Abstract

Virtual interactions and engagement on social networking sites (SNSs) enable consumers to experience multiculturalism and interact with foreign brands. This study examines a unique model grounded in social exchange theory and emotion theory to demonstrate how SNSs engagement influences purchase intention toward foreign brands. Utilizing data from 693 Facebook users in an emerging market, partial least squares structural equation modeling (PLS-SEM) reveals that SNSs engagement enhances purchase intention toward foreign brands, with multicultural experience and foreign brand love mediating this relationship. This study contributes novel insights into the mechanisms underlying the link between consumers' SNSs engagement and their intention to purchase foreign brands. The findings encourage foreign brands and social media managers to strengthen their SNS presence to drive consumer emotions and purchases globally.