<p>In the wave of digital transformation for modern enterprises, virtual community (VC) members significantly impact consumers’ purchase intentions through peer influence and shared experiences. However, influencing the behaviors of VC members to promote online products and services is a complex task involving various interactive elements. Therefore, understanding how community users influence through information from other members is essential. Therefore, this study aims to identify the key factors influencing customer purchase intentions through online promotions. The interval Pythagorean fuzzy DEMATEL-ISM methodology was employed to explore the evolution of factors affecting purchase intentions based on experts opinions. This study’s results highlights trust and community interaction as highly driving factors affecting the purchase intentions of VC members. This study provides a strategic roadmap for social media marketers in digitally transforming enterprises to promote products and services within VC. It also assists advertisers and creators in evaluating the key factors influencing purchase intentions.</p>