Impact of Social Media advertisement and influencers on Compulsive Buying Mediated by Materialism: The Moderating Role of Narcissism

Maha Alajlan — 2024-07-26

Purpose – This paper aims to: (1) examine the effect of social media advertisement and influencers on Compulsive buying, (2) investigate the role of materialism as a mediator and narcissism as a moderator on the relationship between social media advertisement and influencers on Compulsive Buying.

Design/methodology/approach – The study is based on 300 responses. Data of the responses was used for statistical analysis and hypothesis testing. The study uses Structural Equation Modelling (SEM) to test all hypotheses.

Findings – The study revealed insignificant relationships between social media advertisements and influencers, and compulsive buying. The findings provided evidence that materialism mediates the relationship between social media advertisements and compulsive buying. In contrast, materialism does not mediate the relationship between social media influencers and compulsive buying. The study failed to reveal a moderating role of narcissism on the relationship between materialism and compulsive buying.

Research implications – Recommendations for marketing managers, scholars, and policymakers have been given adopting the marketing orientation that puts the consumers’ satisfaction of needs and wants first, based on the researchers’ faith that compulsive buying is not a virtue for consumers by all means.

Originality/value – This paper investigates one of the most pressing issues regarding consumer behaviour in social media, consumer traits, and compulsive buying.

Factors Impacting the Use of Donation-Based Crowdfunding Platforms in Saudi Arabia: The Case of Ehsan Platform

Sahar Alshathry — 2024-10-27

This research investigates the factors influencing people's intentions to use donation-based crowdfunding platforms in Saudi Arabia, focusing on the Ehsan platform supervised by the Saudi Data and Artificial Intelligence Authority (SDAIA). Ehsan aims to ensure proper monetary distribution to genuinely needy individuals, thereby reducing financial fraud and corruption. For the platform's success, it is essential that citizens effectively utilize it. Employing the Unified Theory of Acceptance and Use of Technology, the study analyzes the determinants that influence intentions to use Ehsan and actual use behaviors. An empirical study was conducted with 224 Saudi citizens from various age groups, and the research model was validated using the Partial Least Squares (PLS) approach. Findings reveal that performance expectancy and facilitating conditions significantly impact intentions to use Ehsan, while effort expectancy and social influence do not. The results indicate a positive association between participants' intentions to use Ehsan and their actual usage. This study enhances the understanding of factors affecting donation-based crowdfunding platforms in Saudi Arabia and offers practical insights for platform developers and decision-makers to consider in their design and modifications.

INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY

Impact of Social Media advertisement and influencers on Compulsive Buying Mediated by Materialism: The Moderating Role of Narcissism

Factors Impacting the Use of Donation-Based Crowdfunding Platforms in Saudi Arabia: The Case of Ehsan Platform