"We do it but they don't" unveiling the impact of differentiation-oriented content on purchase intentions through mediation of SM engagement and moderation of social media skills

Purpose - This research aimed to investigate the mediating role of social media engagement in the relationship between differentiation-oriented content and purchase intentions. Additionally, this research studies the moderating impact of entrepreneurial social media skills in the relationship between social media engagement and purchase intentions. Design/methodology/approach - The research proposes a positivist research philosophy, deductive research approach and survey research strategy. Data were collected from followers of social media pages of small and medium businesses operating in the fields of groceries, food items, apparel and supplies in Pakistan. Respondents were selected randomly. The descriptive statistics were calculated first, followed by reliability and validity analysis as part of the measurement model. Finally, mediation and moderation analyses were run by using structural equation modeling. Findings - Results of the study confirm that differentiation-oriented content has a positive relationship with purchase intentions and social media engagement mediates this relationship. Results further confirm that the social media skills of entrepreneurs moderate the relationship between social media engagement and purchase intentions. Practical implications - From a practical point of view, this study will potentially help entrepreneurs in Pakistan unveil the undiscovered potential of social media and understand the importance of social media marketing campaigns in crisis situations. It will unlock the importance of entrepreneurial training and development to better adapt to the dynamic and vibrant world of social media. Originality/value - This is the first study that investigates the relationship between differentiation-oriented content and purchase intentions. Additionally, the current study adds to existing knowledge by proposing entrepreneurial social media skills as moderators in the relationship of social media engagement with purchase intentions.