THE EFFECT OF SOCIAL MEDIA INTERACTION, CONTENT QUALITY  AND SOCIAL MEDIA IMPULSIVITY ON IMPULSE BUYING BEHAVIOR:  A PRODUCT CATEGORY SPECIFIC RESEARCH

Ceylan Bozpolat

Article Details

THE EFFECT OF SOCIAL MEDIA INTERACTION, CONTENT QUALITY AND SOCIAL MEDIA IMPULSIVITY ON IMPULSE BUYING BEHAVIOR: A PRODUCT CATEGORY SPECIFIC RESEARCH

Authors:

Ceylan Bozpolat

Publisher:

Zonguldak Bulent Ecevit University

Main Topics:

İşletme

Journal:

Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.20 Issue 2, pp.437-461

Document Type:

Article

Publication Date:

6/2024

Document Language:

Turkish

Document ID (Org No.):

2001320421

pISSN:

2147-9208

Keywords:

Abstract:

 With increased social media interaction, it is possible to come across quality content. Consumers who share content about the goods and services they purchase on social networks can influence the purchasing decisions of other consumers. In addition, these interactive contents can play a role in consumers impulse purchasing decisions by making the platform more impulsive. In this respect, it is important for brands and businesses to consider social media, which is a new generation competitive tool. The current research aims to reveal the role of content quality and social media impulsivity in the relationship between social media interactions and impulse buying behavior, specific to the baby and childrens products category. In this respect, the study in question is the first study in which the mediating effects of relevant concepts are evaluated in a categorical context. In the study, structural equation modeling was applied with SmartPLS software on a sample of 515 consumers of baby and childrens products. Data were collected by exponential non-discriminatory snowball sampling method and online survey technique. Research findings reveal that social media interactions positively affect content quality and social media impulsivity. On the other hand, although social media impulsivity significantly affects impulse buying behavior, the same effect did not occur in the context of content quality. In addition, social media impulsivity was found to play a full mediating role in the relationship between social media interactions and impulse buying behavior.

 With increased social media interaction, it is possible to come across quality content. Consumers who share content about the goods and services they purchase on social networks can influence the purchasing decisions of other consumers. In addition, these interactive contents can play a role in consumers impulse purchasing decisions by making the platform more impulsive. In this respect, it is important for brands and businesses to consider social media, which is a new generation competitive tool. The current research aims to reveal the role of content quality and social media impulsivity in the relationship between social media interactions and impulse buying behavior, specific to the baby and childrens products category. In this respect, the study in question is the first study in which the mediating effects of relevant concepts are evaluated in a categorical context. In the study, structural equation modeling was applied with SmartPLS software on a sample of 515 consumers of baby and childrens products. Data were collected by exponential non-discriminatory snowball sampling method and online survey technique. Research findings reveal that social media interactions positively affect content quality and social media impulsivity. On the other hand, although social media impulsivity significantly affects impulse buying behavior, the same effect did not occur in the context of content quality. In addition, social media impulsivity was found to play a full mediating role in the relationship between social media interactions and impulse buying behavior.

 With increased social media interaction, it is possible to come across quality content. Consumers who share content about the goods and services they purchase on social networks can influence the purchasing decisions of other consumers. In addition, these interactive contents can play a role in consumers impulse purchasing decisions by making the platform more impulsive. In this respect, it is important for brands and businesses to consider social media, which is a new generation competitive tool. The current research aims to reveal the role of content quality and social media impulsivity in the relationship between social media interactions and impulse buying behavior, specific to the baby and childrens products category. In this respect, the study in question is the first study in which the mediating effects of relevant concepts are evaluated in a categorical context. In the study, structural equation modeling was applied with SmartPLS software on a sample of 515 consumers of baby and childrens products. Data were collected by exponential non-discriminatory snowball sampling method and online survey technique. Research findings reveal that social media interactions positively affect content quality and social media impulsivity. On the other hand, although social media impulsivity significantly affects impulse buying behavior, the same effect did not occur in the context of content quality. In addition, social media impulsivity was found to play a full mediating role in the relationship between social media interactions and impulse buying behavior.

 Artan sosyal medya etkileşimi ile birlikte kaliteli içeriğe denk gelmek muhtemeldir. Sosyal ağlarda satın aldıkları mal ve hizmetler hakkında içerik paylaşan tüketiciler, diğer tüketicilerin satın alma kararlarını etkileyebilmektedir. Ayrıca etkileşim sağlayan bu içerikler, platformu daha dürtüsel yaparak tüketicilerin anlık satın alma kararında rol oynayabilmektedir. Yeni nesil rekabet aracı olan sosyal medyayı bu bakımdan ele almak markalar ve işletmeler açısından önemlidir. Mevcut araştırma, sosyal medya etkileşimleri ile anlık satın alma davranışı arasındaki ilişkide, içerik kalitesinin ve sosyal medya dürtüselliğinin rolünü bebek ve çocuk ürünleri kategorisi özelinde ortaya çıkarmayı amaçlamaktadır. Bu bakımdan söz konusu çalışma ilgili kavramların kategorik bağlamda aracı etkilerinin değerlendirildiği ilk çalışmadır. Araştırmada 515 bebek ve çocuk ürünleri tüketicisinden oluşan bir örneklem üzerinde SmartPLS yazılımı ile yapısal eşitlik modellemesi uygulanmıştır. Veriler üstel ayrımcı olmayan kartopu örnekleme yöntemi ve çevrim içi anket tekniği ile toplanmıştır. Araştırma bulguları, sosyal medya etkileşimlerinin, içerik kalitesini ve sosyal medya dürtüselliğini pozitif yönde etkilediğini ortaya koymaktadır. Öte yandan sosyal medya dürtüselliği, anlık satın alma davranışını önemli ölçüde etkilemesine rağmen aynı etki içerik kalitesi bağlamında gerçekleşmemiştir. Ayrıca sosyal medya etkileşimleri ile anlık satın alma davranışı arasındaki ilişkide, sosyal medya dürtüselliğinin tam aracı rol oynadığı tespit edilmiştir.

Article Details

THE EFFECT OF SOCIAL MEDIA INTERACTION, CONTENT QUALITY AND SOCIAL MEDIA IMPULSIVITY ON IMPULSE BUYING BEHAVIOR: A PRODUCT CATEGORY SPECIFIC RESEARCH

Authors:

Ceylan Bozpolat

Publisher:

Zonguldak Bulent Ecevit University

Main Topics:

İşletme

Journal:

Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.20 Issue 2, pp.437-461

Document Type:

Article

Publication Date:

6/2024

Document Language:

Turkish

Document ID (Org No.):

2001320421

pISSN:

2147-9208

Social Media Interaction

Content Quality

Impulsivity

Impulse Buying BehaviorSosyal Medya Etkileşimi

İçerik Kalitesi

Dürtüsellik

Anlık Satın Alma Davranışı

Issues

Article Details

Authors: Ceylan Bozpolat

Publisher: Zonguldak Bulent Ecevit University

Main Topics: İşletme

Journal: Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.20 Issue 2, pp.437-461

Document Type: Article

Publication Date: 6/2024

Document Language: Turkish

Document ID (Org No.): 2001320421

pISSN: 2147-9208

Issues

Authors:

Ceylan Bozpolat

Publisher:

Zonguldak Bulent Ecevit University

Main Topics:

İşletme

Journal:

Uluslararası Yönetim İktisat ve İşletme Dergisi Vol.20 Issue 2, pp.437-461

Document Type:

Article

Publication Date:

6/2024

Document Language:

Turkish

Document ID (Org No.):

2001320421

pISSN:

2147-9208