Abstract
PurposeThis study explores the intricate relationship between social media communication, consumer attitude and purchase intention within the context of lifestyle category products. With the rapid proliferation of social media platforms, businesses have turned to these platforms to connect with consumers and influence their purchasing decisions. This study aims to provide an in-depth analysis of how social media communication strategies impact consumer attitudes and, in turn, influence purchase intentions.Design/methodology/approachThe study employs partial least squares structural equation modeling (PLS-SEM) to analyze the data collected from a sample of consumers.FindingsThe results of this study present that lack of visibility (LV), low-efficiency levels (LEL) and unpredictable elements (UE) are ranked as the top three major risk hurdles whereas real-time information on a package’s location (LV1), putting a GPS tracking system to track last-mile journey (OT3) and users wants on time location of their package (LV2) are ranked as top three most significant criteria affecting the practices of modern last-mile logistics in e-commerce businesses.Research limitations/implicationsThe results of this study contribute to our understanding of how social media influences consumer behavior in the lifestyle product sector, shedding light on the underlying mechanisms that drive consumer purchasing decisions.Originality/valueBy constructing and testing experimentally a research model that reveals a thorough analysis of pertinent literature and identifies multiple important elements influencing consumer behavior in the lifestyle category, this paper adds to the body of knowledge on marketing. Practical ramifications for lifestyle firms are examined, along with suggestions for improving their social media tactics, in light of the findings.