A moderated mediation model of the effect of social media advertising on consumer buying behaviour: evidence from India

The purpose of this research is to investigate the advertisement effectiveness of social media marketing among young consumers especially in Indian context. A conceptual model is developed and empirically tested after collecting data from 1,325 respondents from two cosmopolitan cities of Southern India (Chennai and Coimbatore) using structured instrument. The hierarchical regression results indicate that: 1) social media advertising is positively and significantly related to use of social media by consumers; 2) use of social media is significantly and positively related to: 1) online buying behaviour; 2) habitual buying behaviour; 3) variety-seeking buying behaviour; 4) impulsive buying behaviour. Results also indicate that various factors of social media (viz., accessibility, customisation, user interest and user interaction) moderate the relationship between social media advertising and use of social media by consumers. Finally, findings support for partial mediation of use of social media in the relationship between social media advertising and consumer buying behaviour. Implications for advertising literature and practicing managers are discussed.