Impact of Social Media Advertisement And Influencers on Compulsive Buying Mediated By Materialism: The Moderating Role of Narcissism

مقال فى مجلة

2024

تم النشر فى: https://doi.org/10.24297/ijmit.v19i.9640

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.

• اسم الناشر: International Journal of Management & Information Technology
• رقم المجلد: 19
• مجلة/صحيفة: International Journal of Management & Information Technology
• الصفحات: 1 إلى 13