Moyosore Alade, Moshood Kayode Suleiman


Due to the shift in consumer engagement, businesses use social media for marketing and interaction. Hence, this paper investigates the influence of social media engagement metrics on the purchase intent of online shoppers. The objectives of the study explored social media engagement metrics and purchase intent. The purchase intent theory was used to predict the objectives of this study. In contrast, the questionnaire was used to retrieve data from 300 respondents who were the Federal University of Technology, Akure undergraduates. Findings showed that the multiple regression analysis showed that social media engagement metrics significantly influence purchase intent among online shoppers. Findings also showed that the number of likes and comments has a positive effect on the purchase intent of online shoppers. In contrast, the number of shares and followers has a negative effect, and the level of involvement also has a positive effect on purchase intent. It recommended that marketers design effective strategies to leverage social media platforms to influence consumer engagement and increase sales.


Influence, social media, engagement metric, Purchase intent, online shoppers.

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