Social Media and Purchasing Behavior: A Study of the Mediating Effect of Customer Relationships

Shah, Ali; Zahoor, Syed Zeeshan; Qureshi, Ishtiaq Hussain

doi:10.1080/08911762.2018.1497243

Cited by 25 publications

(20 citation statements)

References 84 publications

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“…Although it is sometimes more vulnerable than its traditional form, it can largely meet the needs consumers (Ma et al, 2015). The increasing acceptance of social media along with rapid changes in CPB is due to the fact that there are 2.789 billion social media users around the world with penetration of approximately 37% (Kemp, 2017;Shah et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…Understanding customer purchasing behavior is among the priorities of marketers as well as researchers; Moon (2004) states that one of the fundamental issues in purchasing behavior is the way customers develop, adopt, and use decisionmaking strategies (Shah et al, 2019). We will gain knowledge and understand the customer behavior by investigating the factors that affect consumer behavior and looking into the impact of each of these factors on customers' behavior.…”

Section: Introductionmentioning

confidence: 99%

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How gender and age can affect consumer purchase behavior? Evidence from A microeconomic perspective from Hungary

Fekete-Farkas¹,

Gholampour²,

Bouzari³

et al. 2021

AD-minister

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The present study aimed to investigate the effect of demographic variables of gender and age on online consumer purchase behavior (CPB) on Facebook in Hungary. The statistical population of the present study consists of Facebook users in Hungary, including Hungarian natives, foreigners residing in this country including students. A sample of 433 online consumers in different age groups was surveyed. The questionnaire was shared via an online link on the Facebook platform and also on various channels. Welch’s t-test was used to examine the gender variable, and Welch and Brown-Forsythe test was used to examine the age variable. The results showed that there was a significant difference between CPB in all age groups and the age group of over 50 years on Facebook. This important result emphasized the importance and impact of social networks as marketing channels on young people. Another important point was the difference between the purchase behaviors of male and female consumers. The results from this research can have implications for businesses in developing their competitive advantages and adopting proper approaches in advertising and marketing campaigns based on the socio-demographic characteristics of people.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

How gender and age can affect consumer purchase behavior? Evidence from A microeconomic perspective from Hungary

Fekete-Farkas¹,

Gholampour²,

Bouzari³

et al. 2021

AD-minister

View full text Add to dashboard Cite

show abstract

“…Elwalda et al (2016) examined the influence of online social media reviews on consumers' purchase intentions, and confirmed quality, perceived usefulness, and credibility of reviews influence customer purchase intention. A recent study of Shah et al (2019) also empathized that social media has become a preferred means of direct communication with young customers and the rapid proliferation of such form of information significantly influence their purchasing behavior. Chen and Lin (2019) examined the effects of social media marketing activities on continuance intention, participation intention, and purchase intention.…”

Section: Social Media Marketing and Purchase Intentionmentioning

confidence: 99%

Mediating Role of Customer Experience in Social Media Marketing and Purchase Intention: A Case Study

Habib¹

2020

SJKFU

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In today's dynamic business environment, the idea of customer experience gained significant importance among practitioners as well as academics. Many managers and service researchers are interested in customer experience. However, research on customer experience about social media marketing role on building purchase intention appears to be scarce. This work investigates the mediating role of customer experience in social media marketing and customer purchase intention in lifestyle products. Data for the study were collected from 279 Indian consumers using a survey by personal visiting and contacting prospective respondents located at different places in Lucknow city, India. The study found that customer experience mediate social media marketing activities and purchase intention relationship. Customer experience and social media marketing are correlated, and both of them together affect purchase intention of customer. The current study model confirms that social media build up customer experience, which in turn affects purchase intention. It is surprising that the effect of social media on purchase intention was insignificant. This study recommends that marketers should use social media marketing to enhance customer engagement and relationships, provide valuable information, reinforce their brand choice, and subsequently strengthen customer experience.

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“…Consumers can now collect information through various media channels at every stage of the buying and decision-making process. For this reason, companies need to better understand changing customer purchasing behavior in order to create mutual value with consumers in social media use (Shah, Zahoor, & Qureshi, 2019). Especially in recent years, companies differentiate social media marketing from other strategies as a low and effective marketing strategy to increase their turnovers (Lim, Radzol, Cheah, & Wong, 2017).…”

Section: Introductionmentioning

confidence: 99%

“…Especially in recent years, companies differentiate social media marketing from other strategies as a low and effective marketing strategy to increase their turnovers (Lim, Radzol, Cheah, & Wong, 2017). Current studies on the subject show that consumers are increasingly using social media to learn about unknown brands (Erkan & Evans, 2018;Naylor, Lamberton, & West, 2012;Schivinski & Dabrowski, 2016;Shah et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

The Effect of Sports Science Students’ Social Media Addictions on Redundant Purchasing Behavior

Doğaner

Akoğlu

2020

Asian Journal of Education and Training

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Social Media and Purchasing Behavior: A Study of the Mediating Effect of Customer Relationships

Cited by 25 publications

References 84 publications

How gender and age can affect consumer purchase behavior? Evidence from A microeconomic perspective from Hungary

How gender and age can affect consumer purchase behavior? Evidence from A microeconomic perspective from Hungary

Mediating Role of Customer Experience in Social Media Marketing and Purchase Intention: A Case Study

The Effect of Sports Science Students’ Social Media Addictions on Redundant Purchasing Behavior

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