IDEAS home Printed from https://ideas.repec.org/a/spr/futbus/v10y2024i1d10.1186_s43093-024-00411-8.html
   My bibliography  Save this article

Investigating the impact of social media advertising and risk factors on customer online buying behavior: a trust-based perspective

Author

Listed:
  • Riffut Jabeen

    (Ghazi University)

  • Kashif Ullah Khan

    (Wenzhou-Kean University)

  • Fahad Zain

    (Ghazi University)

  • Fouzia Atlas

    (Wenzhou-Kean University)

  • Farhan Khan

    (Anhui Sanlian University)

Abstract

In the realm of ever-changing e-commerce, understanding the dynamics of customer online buying behavior (COBB) is pivotal. This study investigates the impact of risk factors—financial risk (FR), time risk (TR), and psychological risk (PR) along with social media advertising (SMA) on COBB with the mediating effect of trust. Grounded on the stimulus–organism–response theory, the research targets diverse segments including students, businessmen, employees, working women, and housewives. To ensure a high response rate, an online questionnaire was distributed via email, WhatsApp, and social media groups of online buyers. Convenience sampling was used to collect primary data from 350 respondents. Data analysis that employed the Statistical Package for Social Sciences, including descriptive statistics, correlation analysis, normality testing, and regression analysis, was performed for reliability, validity and hypothesis testing. The findings underscore the significant negative impact of risk factors (FR, TR, PR) on building customer trust and subsequent online shopping behavior. Social media advertising has a positive and significant impact on trust and COBB. Furthermore, trust emerged as a significant determinant of COBB, thereby validating its pivotal role in online consumer decision-making processes. Moreover, trust mediates the relationship between risk factors, SMA and COBB. This study consists of both practical and theoretical contributions, offering insights into the nuanced interplay between risk perceptions, SMA effectiveness, trust dynamics, and COBB. These insights are essential for marketers, policymakers, and researchers navigating the evolving landscape of e-commerce.

Suggested Citation

  • Riffut Jabeen & Kashif Ullah Khan & Fahad Zain & Fouzia Atlas & Farhan Khan, 2024. "Investigating the impact of social media advertising and risk factors on customer online buying behavior: a trust-based perspective," Future Business Journal, Springer, vol. 10(1), pages 1-14, December.
    • Handle: RePEc:spr:futbus:v:10:y:2024:i:1:d:10.1186_s43093-024-00411-8
    DOI: 10.1186/s43093-024-00411-8
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s43093-024-00411-8
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1186/s43093-024-00411-8?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Zahid Ahmed & Ling Su & Kalsoom Rafique & Sher Zaman Khan & Sadaf Jamil, 2017. "A study on the factors affecting consumer buying behavior towards online shopping in Pakistan," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 7(2), pages 44-56, April.
    2. Md Shuhel Miah & Jugindar Singh Kartar Singh & Mohammed Abdur Rahman, 2023. "Factors Influencing Technology Adoption in Online Learning among Private University Students in Bangladesh Post COVID-19 Pandemic," Sustainability, MDPI, vol. 15(4), pages 1-12, February.
    3. Andrew N. Mason & John Narcum & Kevin Mason, 2021. "Social media marketing gains importance after Covid-19," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1870797-187, January.
    4. Liu, Chia-Ling ‘Eunice’ & Sinkovics, Rudolf R. & Pezderka, Noemi & Haghirian, Parissa, 2012. "Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 21-32.
    5. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
    6. Shafique Ur Rehman & Anam Bhatti & Rapiah Mohamed & Hazeline Ayoup, 2019. "The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-25, December.
    7. Gulfraz, Muhammad Bilal & Sufyan, Muhammad & Mustak, Mekhail & Salminen, Joni & Srivastava, Deepak Kumar, 2022. "Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    8. Uma Thevi Munikrishnan & Kun Huang & Abdullah Al Mamun & Naeem Hayat, 2023. "Perceived Risk, Trust, and Online Food Purchase Intention Among Malaysians," Business Perspectives and Research, , vol. 11(1), pages 28-43, January.
    9. Bandar Alharthey, 2020. "The Role of Online Trust in Forming Online Shopping Intentions," International Journal of Online Marketing (IJOM), IGI Global, vol. 10(1), pages 32-57, January.
    10. Kee-Young Kwahk & Byoungsoo Kim, 2017. "Effects of social media on consumers’ purchase decisions: evidence from Taobao," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 803-829, December.
    11. Goedde-Menke, Michael & Lehmensiek-Starke, Moritz & Nolte, Sven, 2014. "An empirical test of competing hypotheses for the annuity puzzle," Journal of Economic Psychology, Elsevier, vol. 43(C), pages 75-91.
    12. Zuraini Harun & Farzana Parveen Tajudeen, 2021. "Instagram marketing: understanding the adoption factors for small and medium enterprises," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 15(5/6), pages 527-549.
    13. Forsythe, Sandra M. & Shi, Bo, 2003. "Consumer patronage and risk perceptions in Internet shopping," Journal of Business Research, Elsevier, vol. 56(11), pages 867-875, November.
    14. Jiang, Cuiqing & Rashid, Rao Muhammad & Wang, Jianfei, 2019. "Investigating the role of social presence dimensions and information support on consumers’ trust and shopping intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 263-270.
    15. Wang, Lu-Yao & Hu, Hai-Hua & Wang, Le & Qin, Jian-Qun, 2022. "Privacy assurances and social sharing in social commerce: The mediating role of threat-coping appraisals," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    16. Navneet Gera & Davide Di Fatta & Rinki Garg & Shivani Malik, 2021. "Which are online shopping determinants? Analysing ease and convenience to use, prior shopping experience, online benefits, social influence in India," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 12(1), pages 19-35.
    17. Naeem, Muhammad, 2021. "Do social media platforms develop consumer panic buying during the fear of Covid-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    18. Bosnjak, Michael & Galesic, Mirta & Tuten, Tracy, 2007. "Personality determinants of online shopping: Explaining online purchase intentions using a hierarchical approach," Journal of Business Research, Elsevier, vol. 60(6), pages 597-605, June.
    19. Wang, Ying & Sun, Shaojing, 2010. "Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries," International Business Review, Elsevier, vol. 19(4), pages 333-344, August.
    20. João Coelho Soares & Ricardo Limongi & João Henriques De Sousa Júnior & Weverson Soares Santos & Michele Raasch & Lenoir Hoeckesfeld, 2023. "Assessing the effects of COVID-19-related risk on online shopping behavior," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 82-94, March.
    21. Zahid Ahmed & Ling Su & Kalsoom Rafique & Sher Zaman Khan & Sadaf Jamil, 2017. "A Study on the Factors Affecting Consumer Buying Behavior towards Online Shopping in Pakistan," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 7(2), pages 44-56.
    22. Uhm, Jun-Phil & Kim, Sanghoon & Do, Chanwook & Lee, Hyun-Woo, 2022. "How augmented reality (AR) experience affects purchase intention in sport E-commerce: Roles of perceived diagnosticity, psychological distance, and perceived risks," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    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. Rosillo-Díaz, Elena & Muñoz-Rosas, Juan Francisco & Blanco-Encomienda, Francisco Javier, 2024. "Impact of heuristic–systematic cues on the purchase intention of the electronic commerce consumer through the perception of product quality," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    2. Alrawad, Mahmaod & Lutfi, Abdalwali & Alyatama, Sundus & Al Khattab, Adel & Alsoboa, Sliman S. & Almaiah, Mohammed Amin & Ramadan, Mujtaba Hashim & Arafa, Hussin Mostafa & Ahmed, Nazar Ali & Alsyouf, , 2023. "Assessing customers perception of online shopping risks: A structural equation modeling–based multigroup analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    3. Ittefaq, Huma & Akhtar, Naeem & Siddiqi, Umar Iqbal & Islam, Tahir & Kuzior, Aleksandra, 2024. "The betrayal puzzle: Unraveling the connection between inauthenticity, corporate wrongdoing and brand betrayal with avoidance and reparation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Aqeela Saleem & Javed Aslam & Yun Bae Kim & Shazia Nauman & Nokhaiz Tariq Khan, 2022. "Motives towards e-Shopping Adoption among Pakistani Consumers: An Application of the Technology Acceptance Model and Theory of Reasoned Action," Sustainability, MDPI, vol. 14(7), pages 1-16, March.
    5. Shafique Ur Rehman & Anam Bhatti & Rapiah Mohamed & Hazeline Ayoup, 2019. "The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-25, December.
    6. M. Ekhlaque Ahmed & Nayyer Samad & Afshan Gul Khan, 2021. "Factors Influencing Online Purchase Intention: A Case of University Students in Pakistan," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 9(1), pages 31-43.
    7. Faqih, Khaled M.S., 2016. "An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 140-164.
    8. Pedro Cuesta-Valiño & Pablo Gutiérrez Rodríguez & Estela Núñez-Barriopedro, 2020. "Perception of Advertisements for Healthy Food on Social Media: Effect of Attitude on Consumers’ Response," IJERPH, MDPI, vol. 17(18), pages 1-20, September.
    9. Muhammad Rasheed & Mushaf Ismail & Dr. Ahmad Sohail Lodhi & Rida, 2023. "Exploring Perceptions and Realities of Online Shopping: A Study on Youth E-Consumers in Lahore, Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(3), pages 667-676.
    10. Jian Wang & Fakhar Shahzad, 2024. "Deciphering Social Commerce: A Quantitative Meta-Analysis Measuring the Social, Technological, and Motivational Dimensions of Consumer Purchase Intentions," SAGE Open, , vol. 14(2), pages 21582440241, June.
    11. Gautam Srivastava & Surajit Bag, 2022. "Antecedents of Buying Behavior Patterns of E-Consumers: Lessons Learnt From the COVID-19 Pandemic," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 20(2), pages 1-23, April.
    12. Hossam Deraz, 2019. "Factors Contributing to Consumers’ Assessment of Advertisement Value on Social Networking Sites: A Cross-Cultural Focus Group Study," International Review of Management and Marketing, Econjournals, vol. 9(1), pages 13-25.
    13. Hossam Deraz, 2018. "Users’ Assessment of the Value of Advertisements on Social Networking Sites: A conceptual Study," International Review of Management and Marketing, Econjournals, vol. 8(6), pages 32-40.
    14. Agag, Gomaa & Eid, Riyad & Chaib Lababdi, Houyem & Abdelwahab, Mohamed & Aboul-Dahab, Sameh & Abdo, Said Shabban, 2024. "Understanding the impact of national culture differences on customers’ online social shopping behaviours," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    15. Zhitan Feng & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2023. "Modeling the significance of advertising values on online impulse buying behavior," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-17, December.
    16. Sharma, Manu & Kaushal, Deepak & Joshi, Sudhanshu, 2023. "Adverse effect of social media on generation Z user's behavior: Government information support as a moderating variable," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    17. Yunpeng YU & Amer Hamzah Jantan & Shao LI, 2024. "RETRACTED ARTICLE: Unveiling the Impact of Live Video Marketing on College Students’ Online Grocery Repurchase Behavior: A Performance Technology Approach," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 11213-11249, September.
    18. Mohd Suki, Norazah & Mohd Suki, Norbayah, 2017. "Modeling the determinants of consumers' attitudes toward online group buying: Do risks and trusts matters?," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 180-188.
    19. Muhammad Syahiman Ghazalle & Masri Abdul Lasi, 2021. "Determinant Success Factors On Customer Purchasing Behavior Towards Consumer Purchasing Intention: A Study On Student Perspective In Public Institutions," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 5(1), pages 36-41, June.
    20. Ni Wayan Masri & Athapol Ruangkanjanases & Shih-Chih Chen, 2020. "The Effects of Product Monetary Value, Product Evaluation Cost, and Customer Enjoyment on Customer Intention to Purchase and Reuse Vendors: Institutional Trust-Based Mechanisms," Sustainability, MDPI, vol. 13(1), pages 1-20, December.

    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:spr:futbus:v:10:y:2024:i:1:d:10.1186_s43093-024-00411-8. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.