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Social Media and Purchasing Behavior: A Study of the Mediating Effect of Customer Relationships.

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Authors: Shah, Ali M.1, Zahoor, Syed Zeeshan2, Qureshi, Ishtiaq Hussain2 ishtiaqiq@yahoo.co.in
Source: Journal of Global Marketing. Apr-Jun2019, Vol. 32 Issue 2, p93-115. 23p. 7 Diagrams, 10 Charts.
Subject Terms: *Consumer behavior, *Consumers, *Common method variance, *Customer relationship management, Social media
Abstract: Overwhelmed by the use of social media in augmenting human interactions, researchers have developed special interest in understanding the use of social media in developing strong and customized relationships with customers. In line with this, the current study aims to explore the impact of social media on purchasing behavior with mediating effect of customer relationship. The findings indicate that majority of the respondents use social media for purchasing purpose and there is a positive relation between social media and customer relationship, as well as social media and purchasing behavior, with customer relationships fully mediating and enhancing the relationship between social media and purchasing behavior. It has been also found that the majority of the respondents use social media for purchasing purposes. This study offers new insights into the conceptual development and understanding of social media in enhancing customer relationships and affecting purchasing behavior. The study acts as a strong support and aid towards developing and managing global customer relationships through the use of social media. [ABSTRACT FROM AUTHOR]
Database: Entrepreneurial Studies Source
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  Data: <searchLink fieldCode="AR" term="%22Shah%2C+Ali+M%2E%22">Shah, Ali M.</searchLink><relatesTo>1</relatesTo><br /><searchLink fieldCode="AR" term="%22Zahoor%2C+Syed+Zeeshan%22">Zahoor, Syed Zeeshan</searchLink><relatesTo>2</relatesTo><br /><searchLink fieldCode="AR" term="%22Qureshi%2C+Ishtiaq+Hussain%22">Qureshi, Ishtiaq Hussain</searchLink><relatesTo>2</relatesTo><i> ishtiaqiq@yahoo.co.in</i>
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Global+Marketing%22">Journal of Global Marketing</searchLink>. Apr-Jun2019, Vol. 32 Issue 2, p93-115. 23p. 7 Diagrams, 10 Charts.
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  Data: *<searchLink fieldCode="DE" term="%22Consumer+behavior%22">Consumer behavior</searchLink><br />*<searchLink fieldCode="DE" term="%22Consumers%22">Consumers</searchLink><br />*<searchLink fieldCode="DE" term="%22Common+method+variance%22">Common method variance</searchLink><br />*<searchLink fieldCode="DE" term="%22Customer+relationship+management%22">Customer relationship management</searchLink><br /><searchLink fieldCode="DE" term="%22Social+media%22">Social media</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: Overwhelmed by the use of social media in augmenting human interactions, researchers have developed special interest in understanding the use of social media in developing strong and customized relationships with customers. In line with this, the current study aims to explore the impact of social media on purchasing behavior with mediating effect of customer relationship. The findings indicate that majority of the respondents use social media for purchasing purpose and there is a positive relation between social media and customer relationship, as well as social media and purchasing behavior, with customer relationships fully mediating and enhancing the relationship between social media and purchasing behavior. It has been also found that the majority of the respondents use social media for purchasing purposes. This study offers new insights into the conceptual development and understanding of social media in enhancing customer relationships and affecting purchasing behavior. The study acts as a strong support and aid towards developing and managing global customer relationships through the use of social media. [ABSTRACT FROM AUTHOR]
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ent&AN=136414590
RecordInfo BibRecord:
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        Value: 10.1080/08911762.2018.1497243
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      – Code: eng
        Text: English
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        PageCount: 23
        StartPage: 93
    Subjects:
      – SubjectFull: Consumer behavior
        Type: general
      – SubjectFull: Consumers
        Type: general
      – SubjectFull: Common method variance
        Type: general
      – SubjectFull: Customer relationship management
        Type: general
      – SubjectFull: Social media
        Type: general
    Titles:
      – TitleFull: Social Media and Purchasing Behavior: A Study of the Mediating Effect of Customer Relationships.
        Type: main
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            NameFull: Shah, Ali M.
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            NameFull: Zahoor, Syed Zeeshan
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            NameFull: Qureshi, Ishtiaq Hussain
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              M: 04
              Text: Apr-Jun2019
              Type: published
              Y: 2019
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            – TitleFull: Journal of Global Marketing
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