THE EFFECT OF SOCIAL MEDIA INTERACTION, CONTENT QUALITY AND SOCIAL MEDIA IMPULSIVITY ON IMPULSE BUYING BEHAVIOR: A PRODUCT CATEGORY SPECIFIC RESEARCH

Abstract

With increased social media interaction, it is possible to come across quality content. Consumers who share content about the goods and services they purchase on social networks can influence the purchasing decisions of other consumers. In addition, these interactive contents can play a role in consumers’ impulse purchasing decisions by making the platform more impulsive. In this respect, it is important for brands and businesses to consider social media, which is a new generation competitive tool. The current research aims to reveal the role of content quality and social media impulsivity in the relationship between social media interactions and impulse buying behavior, specific to the baby and children’s products category. In this respect, the study in question is the first study in which the mediating effects of relevant concepts are evaluated in a categorical context. In the study, structural equation modeling was applied with SmartPLS software on a sample of 515 consumers of baby and children’s products. Data were collected by exponential non-discriminatory snowball sampling method and online survey technique. Research findings reveal that social media interactions positively affect content quality and social media impulsivity. On the other hand, although social media impulsivity significantly affects impulse buying behavior, the same effect did not occur in the context of content quality. In addition, social media impulsivity was found to play a full mediating role in the relationship between social media interactions and impulse buying behavior.

Keywords

• Social Media Interaction
• Content Quality
• Impulsivity
• Impulse Buying Behavior

SOSYAL MEDYA ETKİLEŞİMİ, İÇERİK KALİTESİ VE SOSYAL MEDYA DÜRTÜSELLİĞİNİN ANLIK SATIN ALMA DAVRANIŞINA ETKİSİ: ÜRÜN KATEGORİSİNE ÖZGÜ BİR ARAŞTIRMA

Öz

Artan sosyal medya etkileşimi ile birlikte kaliteli içeriğe denk gelmek muhtemeldir. Sosyal ağlarda satın aldıkları mal ve hizmetler hakkında içerik paylaşan tüketiciler, diğer tüketicilerin satın alma kararlarını etkileyebilmektedir. Ayrıca etkileşim sağlayan bu içerikler, platformu daha dürtüsel yaparak tüketicilerin anlık satın alma kararında rol oynayabilmektedir. Yeni nesil rekabet aracı olan sosyal medyayı bu bakımdan ele almak markalar ve işletmeler açısından önemlidir. Mevcut araştırma, sosyal medya etkileşimleri ile anlık satın alma davranışı arasındaki ilişkide, içerik kalitesinin ve sosyal medya dürtüselliğinin rolünü bebek ve çocuk ürünleri kategorisi özelinde ortaya çıkarmayı amaçlamaktadır. Bu bakımdan söz konusu çalışma ilgili kavramların kategorik bağlamda aracı etkilerinin değerlendirildiği ilk çalışmadır. Araştırmada 515 bebek ve çocuk ürünleri tüketicisinden oluşan bir örneklem üzerinde SmartPLS yazılımı ile yapısal eşitlik modellemesi uygulanmıştır. Veriler üstel ayrımcı olmayan kartopu örnekleme yöntemi ve çevrim içi anket tekniği ile toplanmıştır. Araştırma bulguları, sosyal medya etkileşimlerinin, içerik kalitesini ve sosyal medya dürtüselliğini pozitif yönde etkilediğini ortaya koymaktadır. Öte yandan sosyal medya dürtüselliği, anlık satın alma davranışını önemli ölçüde etkilemesine rağmen aynı etki içerik kalitesi bağlamında gerçekleşmemiştir. Ayrıca sosyal medya etkileşimleri ile anlık satın alma davranışı arasındaki ilişkide, sosyal medya dürtüselliğinin tam aracı rol oynadığı tespit edilmiştir.

Anahtar Kelimeler

• Sosyal Medya Etkileşimi
• İçerik Kalitesi
• Dürtüsellik
• Anlık Satın Alma Davranışı

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