<![CDATA[The rapid growth of social media has encouraged clothing companies to adopt Social Media Marketing Activities (SMMA) as a key marketing strategy. This study aims to examine the effect of SMMA on purchase intention, with brand image, hedonic motivation, and utilitarian motivation as mediating variables. A quantitative approach was employed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. Data were collected through questionnaires distributed to respondents who had interacted with fashion product marketing on social media. The findings indicate that SMMA has a positive and significant effect on brand image, hedonic motivation, and utilitarian motivation. However, SMMA does not have a direct effect on purchase intention, and brand image also does not significantly influence purchase intention. In contrast, hedonic motivation and utilitarian motivation significantly and positively affect purchase intention. Mediation analysis shows that brand image does not mediate the relationship between SMMA and purchase intention, while hedonic motivation and utilitarian motivation significantly mediate this relationship. These results suggest that the impact of SMMA on consumers’ purchase intention is indirect and more effectively achieved through emotional and rational motivations rather than brand image. This study contributes to digital marketing literature and provides practical insights for fashion companies in developing more effective social media marketing strategies.]]>
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