Examining the Impact of Social Media Marketing Activities and Customer Experience on Participation Intention: Mediating Effect of Relationship Quality in Skincare Brands Targeting Millennials and Gen Z

Abstract— In today’s digital era, social media serves as a strategic platform for skincare brands to engage directly with consumers and strengthen relationship quality. This study explores how Social Media Marketing Activities (SMMA) and customer experience influence relationship quality and drive participation intention among millennials and Gen Z. Using data from 422 respondents analyzed via SmartPLS 4, results indicate that customer experience significantly enhances relationship quality, which positively impacts participation intention. The study highlights the need for skincare brands to create customer-centric social media content aligned with SMMA dimensions to improve engagement and long-term brand performance. Keywords: Social Media Marketing Activity, Customer Experience, Relationship Quality, Participation Intention, Skincare, Millennials, Gen Z.