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100			_aZahoor, Syed Zeeshan and Shah, A. M. _953168
245			_aImpact of social media on users’ complex buying behaviour: Analysing the mediating effect of perception and moderating effect of extended social media usage.
260			_aManagement and Labour Studies
300			_a49(1), Feb, 2024: p.119-148
520			_aIn 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			_aManagement and Labour Studies
906			_aCONSUMER BEHAVIOUR
942			_cAR