From social media engagement to purchase intention: The roles of brand page value, self-brand connection, and viral behavior among Generation Z beauty consumers in Saudi Arabia

Abstract

Type of the article: Research ArticleAbstractThis study investigates how social media marketing influences the engagement and purchase intentions of Generation Z (Gen Z) consumers in the beauty industry. As digital technologies and social commerce continue to reshape consumer behavior, understanding the mechanisms through which social media activities translate into purchasing decisions has become increasingly important. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this study examines the effects of Value of Brand Page (VBP), Self-Brand Connection (SBC), and Social Media Marketing Efforts (SMME) on Viral Behavioral Intention (VBI) and, subsequently, Purchase Intention (PI). Using Partial Least Squares Structural Equation Modelling (PLS-SEM), data were collected from 341 Saudi female Generation Z consumers during the second half of 2025. The results indicate that VBP, SBC, and SMME each have a significant positive effect on VBI, while VBI, in turn, positively influences purchase intention. Among the examined predictors, social media marketing efforts exert the strongest influence on viral behavioral intention within the proposed structural model. The findings suggest that effective and engaging social media activities, together with consumers’ perceived value of brand pages and psychological connection with brands, encourage content sharing and enhance purchase intentions. This study contributes to the literature by providing empirical evidence of the mechanisms linking social media marketing and consumer behavior in the Saudi beauty sector and offers practical implications for marketers seeking to strengthen brand engagement and stimulate purchasing through digital platforms.