The Impact of Social Media Marketing on Consumer - Moderating Role of Gender and Income

Scholedge International Journal of Multidisciplinary & Allied Studies

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Field Value
 
Title The Impact of Social Media Marketing on Consumer - Moderating Role of Gender and Income
 
Creator Akbarov, Shahin; Azerbaijan State University of Economics (UNEC)
 
Subject Economics
Social Media Marketing, Brand Consciousness, Value Consciousness, Brand Loyalty, Azerbaijan, Emerging Economies

 
Description Purpose: The purpose of this study is to investigate the impact of social media marketing activities on consumer behavior (i.e. value consciousness, brand consciousness, and brand loyalty) in the light of the moderation effect of gender and income.Methodology: The questionnaire method was used for data collection. 261 questionnaire was gained through convenience and snowball sampling. Data were analyzed with SPSS-24 and AMOS-23. Explanatory factor analysis was first done with SPSS. To test the moderation effects multigroup moderation analysis was performed in AMOS.Findings: SMM (perceived social media marketing activities) impacts brand loyalty (for male, female, and lower-income sample), value consciousness (for male, higher income, and lower-income sample), and brand consciousness (for male, higher income, and lower-income sample). The effect of gender as a moderator is not statistically significant. The effect of income as a moderator is significant in only two paths.Originality/Importance: At a time when social media usage increases and brand loyalty declines, it is important to investigate the impact of social media marketing activities on consumer behavior. The present study underlines the value of replication studies in a cross-cultural context. Besides, the moderation effect of gender and income were tested.
 
Publisher SCHOLEDGE Publishing
 
Contributor
 
Date 2020-11-26
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article

 
Format application/pdf
 
Identifier https://thescholedge.org/index.php/sijmas/article/view/728
10.19085/sijmas070701
 
Source Scholedge International Journal of Multidisciplinary & Allied Studies ISSN 2394-336X; Vol 7, No 7 (2020); 147-163
2394-336X
 
Language eng
 
Relation https://thescholedge.org/index.php/sijmas/article/view/728/590
 
Coverage


 
Rights Copyright (c) 2020 Scholedge International Journal of Multidisciplinary & Allied Studies ISSN 2394-336X
http://creativecommons.org/licenses/by-nc/4.0
 

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