Understanding Consumer Digital Consumption Behaviour in the Edge of Social Media Platforms ()
ABSTRACT
This study aims at providing insights to the
understanding of consumer behaviour which has become very complicated with the
existence of the world of social media. Although research on consumer behaviour
field has been seeking lately to understand the digital behaviour of the
consumers. Marketers and academics risk offloading their market understanding
to the algorithms, keeping marketers out of the loop, and losing the ability in
understanding their consumer and their reactions. The lack of a well understanding
of the consumer’s perception and attitude towards social media recommended Ads
generated from the Recommender Systems, may impede the ability of organizations
to build a marketing orientation and may negatively influence predicted
consumer response. Previous studies were restricted to explaining the evolving role of perception and attitude of
Facebook recommended advertisements in the context of impulse buying behaviour.
Thus, structural equational modelling was done to understand the effects of the
variables under investigation. The findings revealed that impulse buying is
affected by the positive attitude towards the recommended advertisings, which
are influenced by both informativeness and credibility as values perceived from
the recommended advertisings. This study provides some useful practical
implications for the F-commerce administrators, advertisers, promoters, and
consumers.
Share and Cite:
Yassin, C. (2021) Understanding Consumer Digital Consumption Behaviour in the Edge of Social Media Platforms.
Open Journal of Social Sciences,
9, 394-416. doi:
10.4236/jss.2021.910028.
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