Examining the Influence of Social Media Engagement Metrics on Consumers’ Purchase Intention

Author(s)	Dr. Kapil Chaudhary, Rajesh Gurjar
Country	India
Abstract	This study examined whether social media engagement metrics are associated with consumers’ purchase intention. A quantitative cross-sectional design was employed, and data were collected from 260 active social media users through convenience sampling. Engagement was operationalised using likes, comments, shares, and time spent, measured through 12 Likert-type items on a five-point scale, while purchase intention was measured using 10 items. Reliability analysis indicated satisfactory internal consistency. These findings indicate that both visible engagement cues and sustained attention are aligned with consumers’ reported purchase intention, offering practical insight into which engagement signals may be most informative for social media marketing strategies.
Keywords	Social Media, Consumers’ Purchase Intention
Field	Business Administration
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-11

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International Journal For Multidisciplinary Research