Investigating the impact of social media advertising and risk factors on customer online buying behavior: a trust-based perspective DOI Creative Commons
Riffut Jabeen, Kashif Ullah Khan,

Fahad Zain

et al.

Future Business Journal, Journal Year: 2024, Volume and Issue: 10(1)

Published: Dec. 18, 2024

Abstract In the realm of ever-changing e-commerce, understanding dynamics customer online buying behavior (COBB) is pivotal. This study investigates impact risk factors—financial (FR), time (TR), and psychological (PR) along with social media advertising (SMA) on COBB mediating effect trust. Grounded stimulus–organism–response theory, research targets diverse segments including students, businessmen, employees, working women, housewives. To ensure a high response rate, an questionnaire was distributed via email, WhatsApp, groups buyers. Convenience sampling used to collect primary data from 350 respondents. Data analysis that employed Statistical Package for Social Sciences, descriptive statistics, correlation analysis, normality testing, regression performed reliability, validity hypothesis testing. The findings underscore significant negative factors (FR, TR, PR) building trust subsequent shopping behavior. has positive COBB. Furthermore, emerged as determinant COBB, thereby validating its pivotal role in consumer decision-making processes. Moreover, mediates relationship between factors, SMA consists both practical theoretical contributions, offering insights into nuanced interplay perceptions, effectiveness, dynamics, These are essential marketers, policymakers, researchers navigating evolving landscape e-commerce.

Language: Английский

The Impact of Social Media Influencers’ Interaction on Customer Journey DOI
Mohammad Abuhashesh,

Lara Mohammed Abu Ajamieh,

Fandi Omeish

et al.

Lecture notes on data engineering and communications technologies, Journal Year: 2025, Volume and Issue: unknown, P. 383 - 394

Published: Jan. 1, 2025

Language: Английский

Citations

0
МАРКЕТИНГ СОЦІАЛЬНИХ МЕРЕЖ ЯК ВАЖЛИВИЙ ІНСТРУМЕНТ КОМУНІКАЦІЙ DOI Creative Commons
Catherine Shikovets,

Марина Мельник

Економіка та суспільство, Journal Year: 2024, Volume and Issue: 66

Published: Aug. 26, 2024

Стаття присвячена дослідженню особливостей використання компаніями соціальних мереж для побудови ефективних комунікацій з представниками поколінь Y, Z та Альфа. Наведено передумови розвитку медіа в умовах цифровізації активного гаджетів користувачами. Представлено лідерів серед у глобальному вимірі за чисельністю користувачів. Розкрито особливості ринку Україні представлено локальні мережі, які характеризуються низьким рівнем популярності зв’язку орієнтацію українців на міжнародні медіа. фактичні прогнозні значення чисельності користувачів встановлено інтенсивне зростання підписників демографічними процесами поступовим здешевленням технологій доступу до Інтернету. основні етапи реалізації стратегії маркетингу мережах. Обґрунтовано важливість релевантного контенту довгострокових між цільовою аудиторією.

Citations

0
Investigating the impact of social media advertising and risk factors on customer online buying behavior: a trust-based perspective DOI Creative Commons
Riffut Jabeen, Kashif Ullah Khan,

Fahad Zain

et al.

Future Business Journal, Journal Year: 2024, Volume and Issue: 10(1)

Published: Dec. 18, 2024

Abstract In the realm of ever-changing e-commerce, understanding dynamics customer online buying behavior (COBB) is pivotal. This study investigates impact risk factors—financial (FR), time (TR), and psychological (PR) along with social media advertising (SMA) on COBB mediating effect trust. Grounded stimulus–organism–response theory, research targets diverse segments including students, businessmen, employees, working women, housewives. To ensure a high response rate, an questionnaire was distributed via email, WhatsApp, groups buyers. Convenience sampling used to collect primary data from 350 respondents. Data analysis that employed Statistical Package for Social Sciences, descriptive statistics, correlation analysis, normality testing, regression performed reliability, validity hypothesis testing. The findings underscore significant negative factors (FR, TR, PR) building trust subsequent shopping behavior. has positive COBB. Furthermore, emerged as determinant COBB, thereby validating its pivotal role in consumer decision-making processes. Moreover, mediates relationship between factors, SMA consists both practical theoretical contributions, offering insights into nuanced interplay perceptions, effectiveness, dynamics, These are essential marketers, policymakers, researchers navigating evolving landscape e-commerce.

Language: Английский

Citations

0