IDEAS home Printed from https://ideas.repec.org/a/sae/manlab/v49y2024i1p119-148.html
   My bibliography  Save this article

Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage

Author

Listed:
  • Syed Zeeshan Zahoor
  • A. M. Shah

Abstract

In the contemporary business environment, the increasing competition and dynamics have made it very difficult for businesses to attract and retain customers. Understating the variables of consumer buying behaviour can go a long way in addressing this problem. This study explores the impact of social media on users’ complex buying behaviour. The mediating effect of perception has been studied between social media and users’ complex buying behaviour; also, the moderating effect of extended social media usage on the proposed relationships was evaluated. Data for the study were collected from social media users through an online survey using a structured questionnaire specifically developed and validated for the purpose. The data were analysed with the help of structural equation modelling using SPSS and AMOS software. The results of the study indicated that social media has a positive and significant effect on users’ complex buying behaviour as well as users’ perception. In addition, the results demonstrated that perception partially mediates the relationship between social media and users’ complex buying behaviour. Finally, the study indicated that extended social media usage acts as an enhancing moderator in the proposed framework. The outcomes of this study may be used as the basis by marketing managers to assimilate social media into the existing integrated marketing mix, to attract, retain and nurture customers.

Suggested Citation

  • Syed Zeeshan Zahoor & A. M. Shah, 2024. "Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 119-148, February.
    • Handle: RePEc:sae:manlab:v:49:y:2024:i:1:p:119-148
    DOI: 10.1177/0258042X231167315
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0258042X231167315
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0258042X231167315?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Jansson, André, 2018. "Rethinking post-tourism in the age of social media," Annals of Tourism Research, Elsevier, vol. 69(C), pages 101-110.
    2. Rahul Chander Jaitly & Omvir Gautam, 2021. "Impact of social media influencers on customer engagement and brand perception," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 15(2), pages 220-242.
    3. Wang, Zhan & Kim, Hyun Gon, 2017. "Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 15-26.
    4. V. Kumar & Vikram Bhaskaran & Rohan Mirchandani & Milap Shah, 2013. "Practice Prize Winner ---Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey," Marketing Science, INFORMS, vol. 32(2), pages 194-212, March.
    5. Kevin Filo & Daniel Lock & Adam Karg, 2015. "Sport and social media research: A review," Sport Management Review, Taylor & Francis Journals, vol. 18(2), pages 166-181, April.
    6. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    7. Md. Alamgir Hossain & Nusrat Jahan & Yuantao Fang & Saiful Hoque & Md. Shakhawat Hossain, 2019. "Nexus of Electronic Word-Of-Mouth to Social Networking Sites: A Sustainable Chatter of New Digital Social Media," Sustainability, MDPI, vol. 11(3), pages 1-14, February.
    8. Taanika Arora & Arvind Kumar & Bhawna Agarwal, 2020. "Impact of social media advertising on millennials buying behaviour," International Journal of Intelligent Enterprise, Inderscience Enterprises Ltd, vol. 7(4), pages 481-500.
    9. Kawaljeet Kaur Kapoor & Kuttimani Tamilmani & Nripendra P. Rana & Pushp Patil & Yogesh K. Dwivedi & Sridhar Nerur, 2018. "Advances in Social Media Research: Past, Present and Future," Information Systems Frontiers, Springer, vol. 20(3), pages 531-558, June.
    10. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    11. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    12. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    13. Henry Kaiser, 1974. "An index of factorial simplicity," Psychometrika, Springer;The Psychometric Society, vol. 39(1), pages 31-36, March.
    14. Duangruthai Voramontri & Leslie Klieb, 2019. "Impact of social media on consumer behaviour," International Journal of Information and Decision Sciences, Inderscience Enterprises Ltd, vol. 11(3), pages 209-233.
    15. Wang, Yichuan & Yu, Chiahui, 2017. "Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning," International Journal of Information Management, Elsevier, vol. 37(3), pages 179-189.
    16. Lindsey-Mullikin, Joan & Borin, Norm, 2017. "Why strategy is key for successful social media sales," Business Horizons, Elsevier, vol. 60(4), pages 473-482.
    17. Bai, Yan & Yao, Zhong & Dou, Yi-Fan, 2015. "Effect of social commerce factors on user purchase behavior: An empirical investigation from renren.com," International Journal of Information Management, Elsevier, vol. 35(5), pages 538-550.
    18. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    19. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    20. Suhail M. Ghouse & Rodney Graeme Duffett & Monica Chaudhary, 2022. "How Twitter advertising influences the purchase intentions and purchase attitudes of Indian millennial consumers?," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 16(1/2), pages 142-164.
    21. Brad N. Greenwood & Anand Gopal, 2015. "Research Note—Tigerblood: Newspapers, Blogs, and the Founding of Information Technology Firms," Information Systems Research, INFORMS, vol. 26(4), pages 812-828, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    2. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    3. Alice Mazzucchelli & Roberto Chierici & Angelo Di Gregorio & Claudio Chiacchierini, 2021. "Is Facebook an effective tool to access foreign markets? Evidence from international export performance of fashion firms," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1107-1144, December.
    4. Nisar, Tahir M. & Prabhakar, Guru & Ilavarasan, P. Vigneswara & Baabdullah, Abdullah M., 2020. "Up the ante: Electronic word of mouth and its effects on firm reputation and performance," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Jiayu Qian & Jee-Sun Park, 2021. "Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 199-220, March.
    6. Majumdar, Adrija & Bose, Indranil, 2019. "Do tweets create value? A multi-period analysis of Twitter use and content of tweets for manufacturing firms," International Journal of Production Economics, Elsevier, vol. 216(C), pages 1-11.
    7. Simona VINEREAN, 2017. "Importance of Strategic Social Media Marketing," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 28-35.
    8. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    9. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    10. Simon Chadwick & Alex Fenton & Richard Dron & Wasim Ahmed, 2021. "Social Media Conversations About High Engagement Sports Team Brands," IIM Kozhikode Society & Management Review, , vol. 10(2), pages 178-191, July.
    11. Yulin Chen, 2019. "The Sustainable Development of Social Media Contents: An Analysis of Concrete and Abstract Information on Cultural and Creative Institutions with “Artist” and “Ordinary People” Positioning," Sustainability, MDPI, vol. 11(15), pages 1-22, July.
    12. Kafferine Yamagishi & Lanndon Ocampo & Dharyll Prince Abellana & Reciel Ann Tanaid & Ann Myril Tiu & Maria Esther Medalla & Egberto Selerio & Chrisalyn Go & Rey Cesar Olorvida & Amalia Maupo & Deariel, 2021. "The impact of social media marketing strategies on promoting sustainability of tourism with fuzzy cognitive mapping: a case of Kalanggaman Island (Philippines)," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(10), pages 14998-15030, October.
    13. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    14. Liuan Wang & Lu (Lucy) Yan & Tongxin Zhou & Xitong Guo & Gregory R. Heim, 2020. "Understanding Physicians’ Online-Offline Behavior Dynamics: An Empirical Study," Information Systems Research, INFORMS, vol. 31(2), pages 537-555, June.
    15. Natalia Levina & Manuel Arriaga, 2014. "Distinction and Status Production on User-Generated Content Platforms: Using Bourdieu’s Theory of Cultural Production to Understand Social Dynamics in Online Fields," Information Systems Research, INFORMS, vol. 25(3), pages 468-488, September.
    16. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.
    17. FATHIANPOUR Tina & SEN Cem & MERT Ibrahim Sani, 2024. "Improving The Word-Of-Mouth Effect On Social Media Sites And What Motivates Users To Share Content On Social Media Platforms," Management of Sustainable Development, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 16(2), pages 120-141, December.
    18. Pauwels, Koen & Aksehirli, Zeynep & Lackman, Andrew, 2016. "Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 639-655.
    19. Guha Majumder, Madhumita & Dutta Gupta, Sangita & Paul, Justin, 2022. "Perceived usefulness of online customer reviews: A review mining approach using machine learning & exploratory data analysis," Journal of Business Research, Elsevier, vol. 150(C), pages 147-164.
    20. Mahmoud Yasin & Lucia Porcu & Francisco Liébana-Cabanillas, 2019. "The Effect of Brand Experience on Customers’ Engagement Behavior within the Context of Online Brand Communities: The Impact on Intention to Forward Online Company-Generated Content," Sustainability, MDPI, vol. 11(17), pages 1-17, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:manlab:v:49:y:2024:i:1:p:119-148. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.xlri.ac.in/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.