Vol. 11 No. 2 (2023): Business & Management Studies: An International Journal
Articles

The mediating effect of attitude towards online advertising in the influence of social media addiction on online purchase intention

PDF
  • Rabia Genç,
  • Gülçin Bilgin Turna
Rabia Genç
Rize, Türkiye
Gülçin Bilgin Turna
Assist. Prof., Recep Tayyip Erdogan University, Rize, Türkiye
DOI: https://doi.org/10.15295/bmij.v11i2.2228

Published 2023-06-26

Keywords

  • Sosyal Medya Bağımlılığı, Çevrimiçi Reklama Karşı Tutum, Çevrimiçi Satın Alma Niyeti, Aracılık Etkisi, Yapısal Eşitlik Modeli
  • Social Media Addiction, Attitude Towards Online Advertising, Online Purchase Intention, Mediation Effect, Structural Equation Model

How to Cite

Genç, R., & Bilgin Turna, G. (2023). The mediating effect of attitude towards online advertising in the influence of social media addiction on online purchase intention. Business & Management Studies: An International Journal, 11(2), 511–531. https://doi.org/10.15295/bmij.v11i2.2228

Copyright (c) 2023 Rabia Genç- Gülçin Bilgin Turna

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

This study aims to investigate the relationship between consumers' social media addiction (SMA) levels and their online purchasing intentions (OPI) while examining the mediating role of attitudes towards online advertisements (ATOA) in this relationship. Additionally, the study aims to explore whether the demographic characteristics of consumers influence their levels of SMA, ATOA, and OPI. An online questionnaire consisting of the ATOA, SMA, OPI scales and demographic characteristics was shared with 402 participants using convenience sampling. Confirmatory factor analysis and structural equation modelling were applied to the data. T-tests, ANOVA, Levene, Tukey, and Tamhane T2 tests were used for difference analysis. According to the results, social media addiction positively affects the attitude towards online advertising and purchase intention. There is a partial mediating effect of the attitude towards online advertising in the effect of social media addiction on online purchase intention. Discriminant analysis results show that social media addiction is higher among single students between 18 and 25. While the attitude of young and single students towards online advertisements is more positive, the attitude towards online advertisements is more negative in consumers aged 36 and over compared to other consumers. Online purchase intention is higher in female consumers with a bachelor's degree or higher education level and lower in consumers over 36 years of age with a low-income level. Thus, it is recommended that practitioners focus on this target group in online advertising.

PDF

Downloads

Download data is not yet available.

References

  1. Gür, A. (2018). The influence of social media advertising on the purchasing intention of university students: Gaziantep University example. Cumhuriyet University Journal of Economics and Administrative Sciences, 19(1), 129-148.
  2. Akel, G. (2015). A study on consumers' purchase intention on the Internet: The case of Adnan Menderes University. Unpublished Master's Thesis, Pamukkale University.
  3. Baron, M., & Kenny, D. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 1173-1182.
  4. Barutçu, S., & Tomaş, M. (2013). Sustainable social media marketing and measuring effectiveness of social media marketing. Journal of Internet Applications and Management, 4(1), 5-24.
  5. Baz, F. Ç. (2018). Social media addiction: Study on university students. OPUS International Journal of Society Researches, 9(16), 276-295.
  6. Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588-606.
  7. Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming (3rd ed.). Routledge.
  8. Celep, E., & Çorumlu, B. (2022). Determining the relationship between nomophobic rendencies and social media use intensity with compulsive online buying behaviour: An application. Journal of Business Research, 14(2), 1339-1359.
  9. Chen, H. L., Hsu, Y. J., & Lin, S. W. (2013). Predicting consumer intention to shop online: An empirical test of competing theories. British Journal of Social Psychology, 52(4), 618-640.
  10. Çağlıyan, V., Hassan, S. A., & Işıklar, Z. E. (2016). Impact of social media Ads in college students' purchase behaviour: A research in Selcuk University. Selçuk University Journal of Social and Technical Researches, 11, 43-56.
  11. Çetin, O. I,. & Kumkale, İ. (2016). The mediating role of utilitarian motivation in the relation between the social media using level and the purchase intention. Balkan and Near Eastern Journal of Social Sciences, 2(4), 90-101.
  12. Çiftçi, H. (2018). Social media addiction in university students. MANAS Journal of Social Studies, 7(4), 417-434.
  13. Demirci, İ. (2019). The adaptation of the Bergen Social Media Addiction Scale to Turkish and the evaluation its relationships with depression and anxiety symptoms. Alpha Psychiatry, 20(1), 15-22. Doi:10.5455/Apd.41585
  14. Fandos, C., & Flavian, C. (2006). Intrinsic and extrinsic quality attributes, loyalty and buying intention: An analysis for a PDO product. British Food Journal, 108(8), 646-662.
  15. Flavian, C., & Guinaliu, M. (2006). Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site. Industrial Management and Data Systems, 106(5), 601-620.
  16. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated Model. MIS Quarterly, 51-90.
  17. Gökdemir, Ş. Ş., & Akıncı, S. (2019). Consumer attitudes and privacy concerns for online behavioural advertising. Journal of Erciyes Communication, 1, 21-38.
  18. Griffiths, M. (2005). A 'components' model of addiction within a biopsychosocial framework. Journal of Substance Use, 10(4), 191-197.
  19. Hair, F. (2013). Multivariate Data Analysis, Pearson Education Limited.
  20. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
  21. Hamidli, V. (2018). Extension of the theory of planned behaviour (TPB) by integrating online search intention and decision making styles: A practice on online purchase intention. Unpublished Doctoral Dissertation, Hacettepe University.
  22. Hawi, N. S., & Samaha, M. (2017). The relations among social media addiction, self-esteem, and life satisfaction in university students. Social Science Computer Review, 35(5), 576-586.
  23. Hayes, A. (2018). Introduction to mediaton, moderation and conditional process analysis: A regression-based approach. New York: The Guildford Press.
  24. Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: A Multidisciplinary Journal, 6(1), 1-55.
  25. İliş, A., & Gülbahçe, A. (2019). An investigation of the predictive relationship between social media addiction and communication skills. Journal of Ekev Academy, 23(78), 45-60.
  26. Kalaycı, Ş. (Ed.) (2006). SPSS uygulamalı çok değişkenli istatistik teknikleri. Ankara: Asil Yayın Dağıtım.
  27. Karadağ, M., & Ünal, A. (2022). The effect of consumer attitudes towards unethical online advertising on purchase intention. Journal of Business Innovation and Governance, 5(1), 1-21.
  28. Karagöz, Y. (2016). SPSS ve AMOS uygulamalı istatistiksel analizler, Ankara: Nobel.
  29. Kim, H. W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust? Electronic Commerce Research and Applications, 11(3), 241-252.
  30. Kim, L.H., Qu, H., & Kim, D. J., (2009). A study of perceived risk and risk reduction of rurchasing air-tickets online. Journal of Travel and Tourism Marketing, 26(3), 203-224.
  31. Kline, R. (2010). Principles and practice of structural equation modeling (3rd ed.). New York: The Guilford Press.
  32. Kusumawati, A. (2017). Consumer attitudes toward online behavioural advertising: The social media involvement. Journal of Emerging Trends in Marketing and Management, 1(1), 88-94.
  33. Lee, Y., Kwon, O., & Kim, J. (2015). Social media addiction and psychological well-being: A study of Facebook and Twitter. Cyberpsychology, Behaviour, and Social Networking, 18(9), 51-57.
  34. Liang, S. H., & Huang, J. Y. (2018). Understanding online purchase intentions: Contributions from technology acceptance and self-determination perspectives. Telematics and Informatics, 35(2), 491-502.
  35. Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of social media marketing on consumer's purchase intentions: The mediating role of customer trust. International Journal of Entrepreneurial Research, 3(2), 41-48.
  36. Nunnally, J.C. (1978). Psychometric Theory, 2nd ed., McGraw-Hill Book Company, New York, NY.
  37. Özdamar, K. (2016), Ölçek ve test geliştirme yapısal eşitlik modellemesi, IBM SPSS, IBM AMOS ve MINITAB uygulamalı. Eskişehir: Nisan Yayın Evi.
  38. Özdemir, S. S., Özdemir, M., Polat, E., & Aksoy, R. (2014). Social media concept and online advertising applications on social networking sites. Electronic Journal of Vocational Colleges, 4(4), 58-64.
  39. Petty, R. E., Fabrigar, L. R., & Wegener, D. T. (2003). Emotional factors in attitudes and persuasion, in handbook of affective sciences: Series in affective science, eds R. J. Davidson, K. R. Scherer, and H. H. Goldsmith. New York, Oxford University Press, 752–772.
  40. Saygılı, M. (2014). The effect on online purchase intention of utilitarian and hedonic shopping motivations. Unpublished Master's Thesis, Sakarya University.
  41. Singh, S., & Diamond, S. (2012). Social media marketing for dummies (3th ed.), Nobel.
  42. Sun, S., & Wang, Y. (2010). Familiarity, beliefs, attitudes, and consumer responses toward online advertising in China and the United States. Journal of Global Marketing, 23(2), 127-138.
  43. Şahin, A. (2001). The effects of Internet advertisements on the purchasing behaviours of Süleyman Demirel University students. Journal of Management and Economics, 8(1), 43-52.
  44. Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics: Pearson New International Edition, Northridge: Pearson.
  45. Torun, E. (2017). The importance of Internet and social media on consumer purchase behaviour. Electronic Journal of Social Sciences, 6(62), 955-970.
  46. Yaman, F., & Erdaş, Y. (2021). As a digital advertising tool differentation of viewpoints of XYZ generations towards pop-up ads. Itobiad: Journal of the Human and Social Science Researches, 10(2), 1822-1838.