The widespread use of social media has made it an essential marketing tool that significantly influences consumers’ purchasing intentions. However, little is known about the psychological mechanism underlying this influence, notably the mediating function of perceived value, particularly in quickly digitalizing situations such as Ghana. In order to examine how Social Media Usage (SMU) affects Customer Purchase Intention (CPI), this study combines Persuasive Theory and Social Interactive Theory, with Perceived Value (PV) serving as a crucial mediator. Data from 338 active Ghanaian social media users were gathered using an online survey using a quantitative research design. Structural Equation Modeling (SEM) with AMOS software was used to test the suggested model, which proposes SMU as an antecedent to both PV and CPI, with PV moderating their relationship. Every hypothesis was validated by the analysis. Purchase intention was found to be significantly positively impacted by social media use (β = 0.156, p < 0.05). Importantly, perceived value acted as a strong and significant mediator in this connection (β = 0.253, p < 0.05; Sobel’s z = 2.583), suggesting that improving consumers’ perceptions of the value of goods and services is a major way that SMU influences CPI. Additionally, purchase intention was directly and significantly predicted by perceived value (β = 0.196, p < 0.05). According to the study’s findings, social media use in Ghana influences consumers’ purchase intentions both directly and indirectly via increasing perceived value. This emphasizes how crucial it is for marketers to develop convincing and interactive social media strategies that actively co-create social, emotional, and functional value for customers in order to successfully convert engagement into buy decisions.
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Kumi, M. , Kumi, S. N. , Senkpeni, N. S. , Arboh, F. , Akwandoh, E. and Kamara, T. A. R. (2026). The Impact of Social Media Usage on Consumers’ Purchase Intentions. Using Perceived Value as the Mediator . Open Access Library Journal, 13, e14852. doi: http://dx.doi.org/10.4236/oalib.1114852.
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