This paper integrates the SOR model and the TRA model to construct a theoretical model of social media marketing on consumer purchase intention, introducing trust as a mediating variable and social media burnout as a moderating variable. It explores the influence of five factors of entertainment, interaction, trend, customization and word-of-mouth in social media marketing strategy on consumers’ purchase intention. The hypothesis study that trust positively affects consumer purchase intention and social media burnout negatively moderates the effect of social media marketing on trust is proposed, and the research hypothesis is verified through examples. The variables are analyzed for correlation, and then the path relationship test is carried out on this basis to explore the influence of trust and social media burnout on consumers’ purchase intention. Comprehensive product consumer base data is synthesized to propose product social media marketing strategies. The results show that social media marketing has a positive effect on consumer purchase intention. Trust has a significant positive effect on purchase intention, the mediating effect of trust is obvious, and social media burnout negatively affects social media marketing.
