The Effect of Social Media Advertising on the Intention to Purchase Counterfeit Products: An Investigation in Terms of Mediating and Moderating Variables
Abstract
With the rapid development of digital technologies and their important place in people's lives, social media has become the channel through which businesses can communicate most effectively with consumers. Especially social media advertising has greatly increased the power of brands to influence consumer behavior. Therefore, especially in recent years, social media advertising has attracted a great deal of attention from both businesses and marketing researchers. However, social media has become a medium where not only legitimate and original products but also counterfeit products can easily meet consumers. Therefore, it poses a risk for original brands. This study aims to examine the effect of social media advertisements on the intention to purchase counterfeit products in terms of social media usage intensity (mediator) and demographic variables (moderator). For this purpose, data were collected from 229 consumers using social media through a questionnaire. The collected data were analyzed through SPSS and AMOS programs. It was found that social media advertisements have an effect on the intention to purchase counterfeit products, social media usage intensity has a mediating effect on the effect of social media advertisements on the intention to purchase counterfeit products, and demographic variables have a partial moderating effect.
Keywords
Social Media Advertising , Counterfeit Product , Demographic Characteristics
Kaynakça
- Ahn, Y., & Lee, J. (2024). The impact of online reviews on consumers’ purchase intentions: Examining the social influence of online reviews, group similarity, and self-construal. Journal of Theoretical and Applied Electronic Commerce Research, 19(2), 1060-1078. [CrossRef]
- Akkaya, D. T. (2019). Sosyal medya reklamlarinda tüketici algilarinin demografik ve sosyo-ekonomik degişkenlere göre karşilaştirilmasi. Trakya Üniversitesi Sosyal Bilimler Dergisi, 21(2), 535-556. [CrossRef]
- Akkaya, D. T., Akyol, A., & Şimşek, G. G. (2018). Sosyal medya reklamciliğinda tüketici algilarinin tutum, davraniş ve satin alma niyeti üzerine etkisi. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 39(2), 361-388. [CrossRef]
- Aksoy, H., Gür, A., & Celep, E. (2021). Sosyal medya reklamları etkili midir? Algının ve tutumun satın alma niyetine etkisinde ünlü desteğinin aracı rolü: Y Kuşağı üzerinde bir araştırma. İşletme Araştırmaları Dergisi, 13(3), 2340-2355. [CrossRef]
- Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77. [CrossRef]
- Aslam, B., & Karjaluoto, H. (2017). Digital advertising around paid spaces, E-advertising industry and new media platforms. International Journal of Digital Content Technology and its Applications, 11(9), 1-12. [CrossRef]
- Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Saddle River, NJ: Prentice-Hall.
- Başar, E. E., & Erkul, A. K. (2024). Factors affecting the attitude of medical doctors in Türkiye towards using artificial intelligence applications in healthcare services. Bezmialem Science, 12(3), 297-308. [CrossRef]
- Bian, X., & Veloutsou, C. (2007). Consumers' attitudes regarding non-deceptive counterfeit brands in the UK and China. Journal of Brand Management, 14, 211-222. [CrossRef]
- Chu, S. C., Kamal, S., & Kim, Y. (2013). Understanding consumers' responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158-174. [CrossRef]