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Social media tools consist of short videos, online platforms, and influencers that shape consumers' perceptions of a brand or product through messages, photos, videos, and other updates on social media platforms. This research paper attempted to identify the effect of various social media marketing attributes on their credibility and, eventually, on consumers' agricultural product purchase intention in Sichuan. The research revealed that trustworthiness, closeness, interaction, perceived convenience, information, video, and service contents impact purchase intention and social presence. Also, influencer's trustworthiness and credibility directly affected consumers' purchase intention. Three objectives of this study were to explore the influence mechanism of the new media marketing on the purchase intention of Sichuan consumers in agricultural products based on the demographic factors of age and income; study the influencing factors of authenticity, intimacy, real-time interactivity, perceived convenience, image display, and video display impacting social presence, affecting social reality and purchase intention, and suggest the improvement of a new media model of social presence for agricultural product sales in Sichuan. Three hundreds and ninety questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling in June 2022. The results showed that the social presence of authenticity, intimacy, real-time interactivity, received convenience, image display, and video display significantly impact Sichuan consumers' purchase intention through the presence of new media marketing. As a result, this study would offer new media operators that focus on social presence for improving consumer purchase intention on agricultural products.