Moderating Effect of Income on Social Media Advertisement and Consumer Buying Behaviour
DOI:
https://doi.org/10.23918/ejmss.V5i1p59Keywords:
Income, social media, advertisement, consumer buying behaviorAbstract
The aim of this study is to examine the moderating effect of income on the relationship between social media advertisement and consumer buying behavior. The study used survey research design and a total of 403 questionnaires were distributed to postgraduate students of Federal University Dutse. Valid responses were analyzed using SPSS version 22 for descriptive statistics and Smart PLS 4.0 applications for inferential statistics. Findings from the study supported two of the hypothesized main relationships, and the other two were not supported; more so three moderating relationships were rejected and two were accepted. Specifically, informativeness and credibility of social media advertisement were found to have significant effect on consumer buying behavior while entertainment and interactivity of social media advertisement effect on consumer buying behavior were found to be not significant. Interestingly, the moderating effect of income on the relationship between informativeness, credibility and interactivity and consumer buying behavior was found to be significant while the findings reveal weak moderating effect of income on the relationship between credibility and consumer buying behavior. The implications of the finding are discussed and the study recommended that organizations and marketers should prioritize informativeness and credibility in their marketing campaigns and tailor their campaigns based on income segments as well as maintaining a proactive and adaptive approach to harness the potential of social media as a powerful tool for driving positive consumer responses and enhancing overall business success.
References
Agbele, J. D., Akase, M. T., Igyuve, A. I., & Akpede, K. S. (2019). An Analysis of Social Media Marketing In Nigeria. East African Scholars Journal of Education, Humanities and Literature 2617-7250. https//10.36349/easjehl.2019.v02i01.001
Ahmed, K. M. (2020). Effect of design elements of social media advertisement on consumer purchasing decision. Global Media Journal, 18(24), 1550–7521
Akpan, C. S., & Nwankpa, N. N. (2015). Influence of Facebook advertisement on the buying behavior of students of a Nigerian university. International Journal of Humanities and Social Science, 5(7).
Armstrong, J. S. & Overton, T. S. (1977). Estimating Nonresponse Bias in Mail Surveys. Journal of marketing research, 14(3), 396-402.
Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Barlett, J. E., Kotrlik, J. W., & Higgins, C. C. (2001). Organizational research: Determining appropriate sample size in survey research. Information Technology, Learning, and Performance Journal, 19(1), 43.
Barysevich A. (2020). How social media influence 71% consumer buying decisions. SEARCH ENGINE WATCH: https://www.searchenginewatch.com/2020/11/20/how-social-media-influence-71-consumer-buying-decisions/?amp=1
Chand, S. (2021). Consumer Behavior: 4 types of consumer buying behavior. YOUR ARTICL LIBRARY. http://www.yourarticlelibrary.com/consumers/consumer-buying -behaviors-4-important-types-of-consumer-buying-behaviors/22153
Chen, J. (2021). 36 Essential Social Media Marketing Statistics to know for 2021. SPROUT SOCIAL. http://www.google.com/amp/s/sproutsocial.com/insight/social-media-statistics/%3famp/
Chernick, M. R. (2011). Bootstrap methods. A guide for practitioners and researchers (2nd ed.). John Wiley & Sons, Inc.
Chin, W. W., Marcolin, B. L. & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Information systems research, 14(2), 189-217.
Chukwu, B. A., Kanu, E. C., & Ezeabogu, A. N. (2019). The impact of advertising on consumers buying behavior. International Journal of Arts and Commerce, 8(1).
Cohen, J. (1988). Statistical power analysis for the social sciences. Hillsdale, NJ: Lawrence Erlbaum Associates.
Cooper, D., & Schindler, P. (2014). Business Research Methods. New York: Mc Graw-Hill Education.
Cox, R., & Brittan, P. (2004). Retailing: An Introduction 5. London: Pearson Education.
Creswell, J. (2014). Research design: Qualitative, quantitative and mixed method approaches. SAGE Publications.
Dean, B. (2021). Social Network Usage & Growth Statistics: How Many People Use social media in 2021? Retrieved March 21st, 2021. http://www.backlinko.com/social-media-users/
Duarte, P. A. O. & Raposo, M. L. B. (2010). A PLS model to study brand preference: An application to the mobile phone market. Handbook of partial least squares (pp. 449-485). Springer Berlin Heidelberg: Springer.
Dunne, A., & Lawlor, M.A. (2010). Young people’s use of online social networking sites – a uses and gratifications perspective. Journal of Research in Interactive Marketing, 4(1), 46-58, https//doi.org/0.1108/17505931011033551
Dykeman, D. (2008). How do you define social media? Retrieved February 6th, 2020 from http://broadcasting-brain.com/2008/02/09/how-do-you-define-social-media/
Enehasse, A., & Saglam, M. (2020). The impact of digital media advertising on consumer behavior intention: the moderating role of brand trust. Journal of Marketing and Consumer Research, 68, 2422 -8451.
Ertemel, A. V., & Ammoura, A. (2016). The role of social media advertising in consumer buying behavior. International Journal of Commerce and Finance, 2(1), 81-89.
Evanschitzky, H., Baumghart, C., Hubbard, R., & Armstrong J. S. (2007). Replication Research’s Disturbing Trend. Journ4al of Business Research, 46, 411– 415.
Field, A. (2009). Discovering Statistics using SPSS (3rd ed.). London: Sage Publications.
Folarin, B. (1998). Theories of mass communication: An introductory text. Ibadan, Nigeria: Stirling-Horden Publishers.
Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101-107.
Gupta, L. & Kumar, R. (2022). Influence of social media advertisements on consumer’s buying behavior: Empirical evidences from India. Proceedings of the Global Conference on Innovations in Management and Business (GCIMB 2021), Retrieved from: https://ssrn.com/abstract=4093828 or http://dx.doi.org/10.2139/ssrn.4093828
Glynn, M. S & Chen S. (2009), “Consumer-factors moderating private label brand success: further empirical results”, International Journal of Retail and Distribution Management, 37, (11), 896-914. https//doi.org/10.1108/09590550910999343.
Haider, T. (2018). A study on the influences of advertisement on consumer buying behavior. Business Studies Journal, 9(1).
Hair, Anderson, R. E., Babin, B. J. & Black, W. C. (2010). Multivariate Data Analysis: A Global Perspective. Pearson.
Hair, Hult, G. T. M., Ringle, C. & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks: Sage Publications.
Harshini, C. S. (2015). Influence of social media ads on consumer’s purchase intention. International journal of current engineering and scientific research (IJCESR), 2393-8374.
Henseler, J., Ringle, C. M. & Sinkovics, R. R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing. In R. R. Sinkovics & P. N. Ghauri (Eds.), Advances in International Marketing (Vol. 20, pp. 277-320). Bingley: Emerald Group Publishing Limited.
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). The uses and gratification approach to mass communication. Baverly Hills. California: Sage Publishers.
Katz, E., & Lazarsfeld, P. (2005). Personal Influence: The Part Played by People in the Flow of Mass Communications (6th ed.). New Jersey: Transaction Publishers.
Keeter, S. (2005). Survey research. In D. Druckman (Ed), Doing research: Methods of inquiry for conflict analysis, Thousand Oaks: Sage Publications, Inc.
Kemp, S. (2019). Over 3.5 Billion People are on Social Media; Facebook still biggest with teens, Esports on the Rise. Retrieved February 24th, 2021 from: https://www.google.com/amp/s/thenextweb.com/podium/2019/07/17/over-3-5-billion- prople-are-on-social-media-facebook-still-biggest-with-teen-esportrs-on-the-rise/amp/
Khan, M. L. (2016). Social media engagement: What motivates user participation and
consumption on YouTube? Computers in Human Behavior, 66, 236-247, https//doi.org/ 10.1016/j.chb.2016.09.024.
Koskinen, S. (2017). Targeted Social Media Advertising and Consumer Decision Making in Online Buying Behavior. Master’s Thesis submitted to the University of Oulu.
Kostov, T., (2020). Impact of social media marketing on consumer behavior. Master’s thesis
submitted to Jamk University of Applied Science. https/www.jamkfi.com
Kotiya, S. (2021, July 21). 4 Types of consumers buying behavior (Assael). Retrieved from http://www.12managers.com/forum.asp?TB+consumption_behavior&s-16
Kotler, P., Armstrong, G., Opresnik, M. (2018). Principle of Marketing 17th edition. Pearson Education Inc.
Kura, K. M. (2014). Organizational formal controls, group norms and workplace deviance: The moderating role of self-regulatory efficacy. (Doctoral thesis, University Utara Malaysia), Malaysia.
Mayfield, A. (2008). What is social media? Retrieved July 22nd, 2021 from Icrossing: http://www.icrossing.com/icrossing-what-is-social-media-perspective.
Memon, M. A., Cheah J. H., Ramayah, T., Ting, H., Chuah F., & Cham T. H. (2019). Moderation Analysis: Issues and Guidelines. Journal of Applied Structural Equation Modeling, 2(1), 2590-4221.
Mwiti, P. K. (2020). Influence of Social Media Advertising on Consumer Buying Behavior: A Case Study of Hilton Hotel Nairobi. Masters thesis submitted to United States International University – Africa
Nazeer, J. (2017). Impact of Social Media Advertisements on University Students. Arts and Social Sciences Journal, 8 (4), 2151-6200. doi: 10.4172/2151-6200.1000290.
Nofala, R., Calicioglub C. & Aljuhmanic H. Y. (2020). The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness. International Journal of Data and Network Science, 4, 139–156
Ochieng, M. K., (2012). The Effectiveness of Social Media Advertising on College Going Social Network Site Users: A Survey of the University of Nairobi Students. A Research Project Report Submitted to the School of Journalism and Communication Studies at the University, Nairobi.
Ogunyombo, O., Oyero, O., & Azeez, K. (2017), Influence of social media advertisements on purchase decisions of undergraduates in three Nigerian universities. Journal of Communication and Media search, 9(2), 244–255.
Okolo, V. O., Okafor, J. N., Obikeze, C.O., & Nduka, C., (2018). Influence of online advertising on consumer brand awareness and patronage of financial institutions in Enugu: A study of United Bank for Africa (UBA). Global Scientific Journal, 6 (8), 2320-9186
Paco, A. M. F., Alves, H., Shiel, C., & Filho, W. L., (2014). An analysis of the measurement of the construct “buying behavior” in green marketing. Journal of Integrative Environmental Sciences, 11(1).
Pollay, R. W. & Mittal, B. (1993). ‘Here’s the beef: factors, determinants and segments in consumer criticism of advertising’, Journal of Marketing, 57(3), 99-114.
Rahman, Z., Moghavvemmi S., Suberamanaian K., Zanuddin H. and Nasir H.N. (2018). “Mediating impact of fan-page engagement on social media connectedness and followers purchase intention”, Online Information Review, 42(7), 1082-1105. https://doi.org/10.1108/OIR-05-2017-0150
Reinartz, W., Haenlein, M. & Henseler, J. (2009). An empirical comparison of the efficacy of covariance -based and variance-based SEM. International Journal of research in Marketing, 26(4), 332-344.
Ringle, C. M., Wende, S. & Becker, J.-M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH. http://www.smartpls.com.
Roberts, K. (2010). Privacy and perceptions: How facebook advertising affects its users. Journal of Undergraduate Research in Communications. 1(1), pp. 24-34.
Sagagi, S., S. (2022). How Online Products Offering Affects Consumers Shopping Behavior in Northern Nigeria. Global Journal of Research in Business Management, 2(2).
Samar F., & Samreen L., (2015). Impact of Advertisement on Buying Behaviors of the consumers: Study of Cosmetic Industry in Karachi City. International Journal of Management Sciences and Business Research, 4(10) 2226-8235.
Schiffman, L.G. & Kanuk, L.L. (2009). Consumer Behavior, New Delhi. Prentice Hall of India.
Sekaran, U. (2003). Research methods for business: A skill building approach (4th ed.). John Wiley & Sons, Inc.
Stone, M. (1974). Cross‐validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society: Series B (Methodological), 36(2), 111-133.
Sullivon, M. & Adcock, D., (2002). Retail Marketing. London: Thomson.
Sun, W., Chou, C.-P., Stacy, A. W., Ma, H., Unger, J. & Gallaher, P. (2007). SAS and SPSS macros to calculate standardized Cronbach’s alpha using the upper bound of the phi coefficient for dichotomous items. Behavior research methods, 39(1), 71-81.
Tabachnick, B. G., Fidell, L. S. & Ullman, J. B. (2007). Using multivariate statistics (5th ed.). Boston, MA: Allyn & Bacon/Pearson Education.
Tuten, T., (2008). Advertising 2.0: Social Media Marketing in a Web 2.0 World. United State of America: Greenwood Publishing.
Usman, M. U., & Kumar, P. (2021). Factors Influencing Consumer Intention to Shop Online in Nigeria: A Conceptual Study. Vision, 25(4), 407–414. https://doi.org/10.1177/0972262920926797
Uzuegbunam, C. (2015). Young People’s Engagement of Social Media for Social Transformation. Study of Nigerian University Students. Paper presented at the international Conference on Communication, Media, Technology and Design. United Arab Emirates, retrieved from www.cmcdconf.net/2019/pdf/65.pdf
Walsh, G., Evanschitzky, H., & Wunderlich, M. (2008). “Identification and analysis of moderator variables, Investigating the customer satisfaction-loyalty link”. European Journal of Marketing, 42(9/10), 977–1004. 10.1108/JPBM-07-2016-1267.
Wang, M. H., Yang, T. Y., & Chen, Y. S. (2016). How workers engage in social networking sites at work: A uses and gratification expectancy perspective. The International Journal of Organizational Innovation, 8(4), 161-176.
Wilcox, R. R. (2011). Introduction to robust estimation and hypothesis testing (3rd ed). USA: Academic press. 90-97.
Wu, L. (2016). Understanding the impact of media engagement on the perceived value and acceptance of advertising within mobile social networks. Journal of Interactive Advertising, 16 (1), 1-15. https//doi.org/ 10.1080/15252019.2016.1160331.
Yasmeen, T., & Khalid, R. (2016). Effects of online advertisement on consumer buying behavior of university students of Pakistan. Journal of Basic and Applied Scientific Research, 6(11), 9-14.
Downloads
Published
Issue
Section
License
License
Eurasian Journal of Management & Social Sciences (EJMSS)
Creative Commons Attribution Non-Commercial 2.0 Generic Licence (CC BY-NC 2.0)
