Abstract
In this research, it was aimed to assess the influence of social media addiction and psychological resilience on online purchasing decisions from a marketing standpoint. A survey was administered to 384 university students, comprising a demographic questionnaire, the Online Decision-Making Scale (ODMS), the Social Media Addiction Scale (SMAS), and the Psychological Resilience Scale (PRS). Psychological resilience (PRS) exhibited a significant negative correlation with sensitivity to brand dimension of ODMS. SMAS total scores were positively correlated with sensitivity to quality, sensitivity to brand, sensitivity to innovation, sensitivity to mobility and sensitivity to web interface. The effect of social media addiction on online purchase decisions was statistically significant and positive, while the effect of psychological resilience was statistically insignificant. The findings indicate that university students' addiction to social media positively influences their online shopping behavior. As levels of social media addiction increase, students tend to engage in more online purchases.
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