Impact of social media on users’ complex buying behaviour: Analysing the mediating effect of perception and moderating effect of extended social media usage. (Record no. 526339)
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| fixed length control field | 02090nam a22001457a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 240530b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Zahoor, Syed Zeeshan and Shah, A. M. |
| 245 ## - TITLE STATEMENT | |
| Title | Impact of social media on users’ complex buying behaviour: Analysing the mediating effect of perception and moderating effect of extended social media usage. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | Management and Labour Studies |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 49(1), Feb, 2024: p.119-148 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | In the contemporary business environment, the increasing competition and dynamics have made it very difficult for businesses to attract and retain customers. Understating the variables of consumer buying behaviour can go a long way in addressing this problem. This study explores the impact of social media on users’ complex buying behaviour. The mediating effect of perception has been studied between social media and users’ complex buying behaviour; also, the moderating effect of extended social media usage on the proposed relationships was evaluated. Data for the study were collected from social media users through an online survey using a structured questionnaire specifically developed and validated for the purpose. The data were analysed with the help of structural equation modelling using SPSS and AMOS software. The results of the study indicated that social media has a positive and significant effect on users’ complex buying behaviour as well as users’ perception. In addition, the results demonstrated that perception partially mediates the relationship between social media and users’ complex buying behaviour. Finally, the study indicated that extended social media usage acts as an enhancing moderator in the proposed framework. The outcomes of this study may be used as the basis by marketing managers to assimilate social media into the existing integrated marketing mix, to attract, retain and nurture customers. – Reproduced https://journals.sagepub.com/doi/full/10.1177/0258042X231167315 |
| 773 ## - HOST ITEM ENTRY | |
| Main entry heading | Management and Labour Studies |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) | |
| Subject DIP | CONSUMER BEHAVIOUR |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Item type | Articles |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Date acquired | Serial Enumeration / chronology | Barcode | Date last seen | Koha item type |
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| Indian Institute of Public Administration | Indian Institute of Public Administration | 2024-05-30 | 49(1), Feb, 2024: p.119-148 | AR132089 | 2024-05-30 | Articles |