Kayapınar, Pınar YürükCavlak, NeslihanKayapınar, Özgür2024-06-122024-06-1220232547-97332651-4192https://doi.org/10.29023/alanyaakademik.1310496https://search.trdizin.gov.tr/yayin/detay/1210404https://hdl.handle.net/20.500.14551/13064The aim of this study is to examine the relationships between online C2C interaction, social media engagement, social benefit, and behavioral intention by focusing on the participation in online events through social media tools. Another aim of the study is to investigate the mediation and serial mediation effects between these constructs. SEM results with Smart PLS show that consumers' online interactions have significant effects on their social media engagement (functional, emotional and communal engagement), social benefits, and behavioral intentions. In addition, consumers obtain social benefits by engaging in social media. Social media engagement (functional, emotional and communal engagement) has a mediating role in the relationship between consumers' online interactions and social benefits. It is found that social media engagement (functional, emotional and communal engagement) and social benefit do not have serial mediation effect on the effect of online interaction on behavioral intentions.en10.29023/alanyaakademik.1310496info:eu-repo/semantics/openAccessArticle73144714671210404