Impact of Social Media Promotion on Purchase Decisions from Luxury Stores The Mediator Role for Purchase Intention

Abstract

The study aimed to measure the impact of social media promotion on purchase decisions and the perceived intention of purchase decisions from luxury stores via Instagram in Saudi Arabia. The mediating role for Purchase intention. The research population consistsof all Saudi Instagram Users above 25 years accounting for 60.9% of total users or 9.8 Million in 2024. The convenience sample is used. The minimum required for the sample is 385 persons.The Research Instrument isa fully structured questionnaire. The study utilized a five-point Likert scale to measure researchvariables. The study concludes that social media promotion weakly affected purchase intention and moderately affected the purchase decisions from luxury stores via Instagram in Saudi Arabia. The total direct effect among research variables is proven. In light of the above, the study recommends that luxury stores use social media promotion marketing and employ AI-based technologies for communication messages, notifications, and updates of products, promotions, events, and marketing occasions.