A moderated mediation model of the effect of social media advertising on consumer buying behaviour: evidence from India
by Krishna Kumar Rajarathinam; Logu Rathinam; Satyanarayana Parayitam
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 17, No. 1/2, 2022

Abstract: The purpose of this research is to investigate the advertisement effectiveness of social media marketing among young consumers especially in Indian context. A conceptual model is developed and empirically tested after collecting data from 1,325 respondents from two cosmopolitan cities of Southern India (Chennai and Coimbatore) using structured instrument. The hierarchical regression results indicate that: 1) social media advertising is positively and significantly related to use of social media by consumers; 2) use of social media is significantly and positively related to: 1) online buying behaviour; 2) habitual buying behaviour; 3) variety-seeking buying behaviour; 4) impulsive buying behaviour. Results also indicate that various factors of social media (viz., accessibility, customisation, user interest and user interaction) moderate the relationship between social media advertising and use of social media by consumers. Finally, findings support for partial mediation of use of social media in the relationship between social media advertising and consumer buying behaviour. Implications for advertising literature and practicing managers are discussed.

Online publication date: Wed, 31-Aug-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com