Impact of Social Media Advertisement And Influencers on Compulsive Buying Mediated By Materialism: The Moderating Role of Narcissism
This paper aims to: (1) examine the effect of social media advertisements and influencers on
Compulsive buying, (2) investigate the role of materialism as a mediator and narcissism as a moderator on the
relationship between social media advertisement and influencers on Compulsive Buying. The study is based on 300 responses. Data of the responses was used for
statistical analysis and hypothesis testing. The study uses Structural Equation Modelling (SEM) to test all
hypotheses. The study revealed insignificant relationships between social media advertisements and
influencers, and compulsive buying. The findings provided evidence that materialism mediates the relationship
between social media advertisements and compulsive buying. In contrast, materialism does not mediate the
relationship between social media influencers and compulsive buying. The study failed to reveal a moderating
role of narcissism in the relationship between materialism and compulsive buying. Recommendations for marketing managers, scholars, and policymakers have been
given to adopting the marketing orientation that puts the consumers’ satisfaction of needs and wants first, based
on the researchers’ faith that compulsive buying is not a virtue for consumers by all means. This paper investigates one of the most pressing issues regarding consumer behavior in
social media, consumer traits, and compulsive buying.
This paper aims to: (1) examine the effect of social media advertisements and influencers on
Compulsive buying, (2) investigate the role of materialism as a mediator and narcissism as a…
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