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Analyzing the Impact of Social Network Sites and Social Applications on Buying Attitude in Developing Nations: Consumers' Engagement Using Flourishing Digital Platforms

Analyzing the Impact of Social Network Sites and Social Applications on Buying Attitude in Developing Nations: Consumers' Engagement Using Flourishing Digital Platforms

MD Sarwar-A Alam, Daoping Wang, Kalsoom Rafique
Copyright: © 2018 |Volume: 14 |Issue: 4 |Pages: 16
ISSN: 1548-1115|EISSN: 1548-1123|EISBN13: 9781522542711|DOI: 10.4018/IJEIS.2018100108
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MLA

Alam, MD Sarwar-A, et al. "Analyzing the Impact of Social Network Sites and Social Applications on Buying Attitude in Developing Nations: Consumers' Engagement Using Flourishing Digital Platforms." IJEIS vol.14, no.4 2018: pp.108-123. http://doi.org/10.4018/IJEIS.2018100108

APA

Alam, M. S., Wang, D., & Rafique, K. (2018). Analyzing the Impact of Social Network Sites and Social Applications on Buying Attitude in Developing Nations: Consumers' Engagement Using Flourishing Digital Platforms. International Journal of Enterprise Information Systems (IJEIS), 14(4), 108-123. http://doi.org/10.4018/IJEIS.2018100108

Chicago

Alam, MD Sarwar-A, Daoping Wang, and Kalsoom Rafique. "Analyzing the Impact of Social Network Sites and Social Applications on Buying Attitude in Developing Nations: Consumers' Engagement Using Flourishing Digital Platforms," International Journal of Enterprise Information Systems (IJEIS) 14, no.4: 108-123. http://doi.org/10.4018/IJEIS.2018100108

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Abstract

This article investigates the relationships among social network sites (SNSs) and social apps (SAPs) on consumers' online purchase attitude (OPA) with moderating effect of gender (GND). Structural equation modeling using SPSS and supporting tools was employed to represent the correlations among adopted constructs. To this end, the questionnaires were distributed to online shoppers from September 2017 and November 2017. The findings revealed the positive relationships of SNSs, i.e., Facebook, LinkedIn, Twitter, YouTube, and Pinterest on consumers' OPA. Second, it is found that SAPs, i.e., Whatsapp, Facebook messenger, Wechat, Instagram, and Snapchat have positive relationships on consumers' OPA. In addition, it is found that GND did not moderate the relationships among SNSs, SAPs, and consumers' OPA. This study furnishes insights how strategic managers can utilize such social media tools in marketing communications to empower consumers' OPA in today's era. Aside, study provides future studies for academicians and professionals.

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