Social media advertising, motivation, price reduction, and consumer purchasing behavior: religious orientation as a moderator

Abstract

Consumer behavior has changed dramatically in recent years. The current research follows and expands theories of planned behavior and social identity to explain the relationships between social media advertising, motivation, price reduction, and consumer purchasing behavior. It also assesses the moderating role of religious orientation in this interconnection. A set of online questionnaires was distributed to 328 insurance customers who had their own experiences with the services of insurance companies. Data were analyzed using modeling of structural equations. Significant and positive associations have been identified between social media advertising, motivation, price reduction, religious orientation, and consumer purchasing behavior. Religious orientation moderates the relationship between social media advertising and consumer purchasing behavior. Meanwhile, religious orientation does not moderate the relationship between motivation, price reduction, and consumer purchasing behavior. Executives and marketers of insurance companies should consider these aspects to enhance insurance services offered to their consumers. Also, the research recognizes some limitations which need to be addressed.