MODERATING EFFECT OF INCOME ON SOCIAL MEDIA ADVERTISEMENT AND CONSUMER BUYING BEHAVIOR

Alhaji Sani, Armayau and Ibrahim Kassim, Sulaiman and Bappa Mahmoud, Bashir and Saeed Awla, Kadhim (2024) MODERATING EFFECT OF INCOME ON SOCIAL MEDIA ADVERTISEMENT AND CONSUMER BUYING BEHAVIOR. Eurasian Journal of Management & Social Sciences. ISSN 2708-034X

Text (Research Article) EJMSS-V5I1P59.pdf - Published Version Download (792kB)

Abstract

The aim of this study is to examine the moderating effect of income on the relationship between social media advertisement and consumer buying behavior. The study used survey research design and a total of 403 questionnaires were distributed to postgraduate students of Federal University Dutse. Valid responses were analyzed using SPSS version 22 for descriptive statistics and Smart PLS 4.0 applications for inferential statistics. Findings from the study supported two of the hypothesized main relationships, and the other two were not supported; more so three moderating relationships were rejected and two were accepted. Specifically, informativeness and credibility of social media advertisement were found to have significant effect on consumer buying behavior while entertainment and interactivity of social media advertisement effect on consumer buying behavior were found to be not significant. Interestingly, the moderating effect of income on the relationship between informativeness, credibility and interactivity and consumer buying behavior was found to be significant while the findings reveal weak moderating effect of income on the relationship between credibility and consumer buying behavior. The implications of the finding are discussed and the study recommended that organizations and marketers should prioritize informativeness and credibility in their marketing campaigns and tailor their campaigns based on income segments as well as maintaining a proactive and adaptive approach to harness the potential of social media as a powerful tool for driving positive consumer responses and enhancing overall business success.

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