The influence of social media engagement, customer purchase behaviour, and product promotion on business marketing sustainability: Empirical evidence from Indonesia

This paper examines the complex interactions between social media engagement (SME), customer purchase behavior (CPB), product promotion (PPR), and business marketing sustainability (BMS). It specifically explores the direct influence of SME on BMS, CPB, and PPR. Additionally, the research evaluates the direct effects of CPB and PPR on BMS and investigates the mediating roles of CPB and PPR in the relationship between SME and BMS.Additionally, the study employed stratified sampling method to gather 460 responses from e-commerce business platforms in Indonesia. The final analysis was conducted using the PLS-SEM model. The study's outcomes are as follows: First, SME has a significant positive effect on BMS, CPB, and PPR. Second, the results indicate that CPB and PPR have a strong direct impact on BMS. Third, the findings reveal that CPB serves as a key mediator in the relationship between SME and BMS. Fourth, the research highlights that PPR also mediates the connection between SME and BMS. These novel insights contribute to the ongoing discussion on SME and its role in promoting CPB, PPR, and BMS.Correspondingly, the study also offers practical recommendations, emphasizing the need to integrate AI-driven marketing strategies to maximize the impact of social media engagement on consumer purchase behavior and business marketing sustainability.