Authors: Sumanjeet Singh; Binod Kumar Rajak; Minakshi Paliwal
Addresses: Department of Commerce, Ramjas College, University of Delhi, Delhi-110007, India ' Department of Management Studies, Nalsar University of Law, Hyderabad, Telangana, 500101, India ' Department of Commerce, Daulat Ram College, University of Delhi, India
Abstract: Social media marketing (SMM) has brought significant change in the marketing of the product and strengthens the marketing communication process. The present investigation is taken up to study the impact of SMM on consumer value consciousness (CVC) and purchase of durable products (PDP) and mediating role of CVC in the relationship of social media marketing and the PDPs. The empirical research was carried out with a structured questionnaire of 617 samples collected and analysed with the help of structure equation modelling and mediation model is tested. The results show that SMM has a significant association with PDPs and CVC and CVC mediate the relationship between SMM and PDPs. The findings provide useful insight to both marketers and academicians in planning for their SMM and its future implication.
Keywords: social media marketing; SMM; consumer consciousness; value consciousness; purchase of durable products; scale development; mediation.
International Journal of Business Information Systems, 2023 Vol.43 No.1, pp.38 - 52
Received: 02 May 2020
Accepted: 11 Jun 2020
Published online: 26 May 2023 *