Abstract
Consumer behaviour and decisions to buy from online retailers were increasingly influenced and changed by social media. Because of the never-ending advances in information technology, online shopping is becoming more popular. Therefore, this study aimed to examine the mediating effect of social media on online shopping behaviour in Nigeria. A cross-sectional study was used, and a simple random sampling procedure was used to select three hundred and eighty (380) online shoppers. Data were analysed using Structural Equation Modelling –Partial Least Square (SEM-PLS). The analysis revealed that advertising had an insignificant effect on online shopping behaviour with a path coefficient (Beta value = 0.11; t value = 1.743; p= 0.082). There is positive relationship between advertising and social media effect (Beta value = 0.787; t value = 34.556; p= 0.000). the proposed relationship between social media effect and Online Shopping Behaviour (=0.378; t-value =5.735; p =0.000) is supported. In contrast, the projected relationship between Trust and Online Shopping Behaviour is (=0.466; t-value =12.817; p =0.000). Lastly, the result revealed there is a strong correlation between Trust and Online Shopping Behaviour.
Highlights
Social media is an essential component of digital marketing, with incredible rewards that allow companies to meet millions of consumers worldwide (Dwivedi et al, 2020)
The analysis revealed that advertising had a negative and statistically insignificant direct effect on online shopping behaviour with a path coefficient (Beta value = 0.11; t value = 1.743; p= 0.082)
The results showed that social media has a significant role in mediating the relationship between advertising and online shopping behaviour with a path coefficient (Beta value = 0.297; t value = 5.495; p= 0.000)
Summary
Social media is an essential component of digital marketing, with incredible rewards that allow companies to meet millions of consumers worldwide (Dwivedi et al, 2020). Businesses use social media channels to expand their marketing efforts to reach new customers (Ancillai et al, 2019; Galati et al, 2017). Online shops use social media to reach out to consumers and convince them to patronise their products and services. By raising the role of the internet in everyday life and transforming customer habits, the digitisation platform has transformed user dynamics and consuming behaviours (Schnauber-Stockmann & Mangold, 2020; Sharma & Sharma, 2020). Integrating social media into online stores has the advantage of increasing website traffic (Khorsheed et al, 2020). By sharing content on social media, consumers can click on the product and redirect to the online shop website
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