Analysing the Mediating Effect of Social Media on Online Shopping Using Partial Least Square

Qaribu Yahaya Nasidi 1 2 * , Muhamad Fazil Ahmad 2, Jamilu Abdulkadir 3, Murtala Garba 2 4
More Detail
1 Ahmadu Bello University, Zaria, NIGERIA
2 University Sultan Zainal Abidin, Terengganu, MALAYSIA
3 Distance Learning Center, Ahmadu Bello University, Zaria, NIGERIA
4 Abubakar Tafawa Balewa University, Bauchi, NIGERIA
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 12, Issue 2, Article No: e202213. https://doi.org/10.30935/ojcmt/11907
OPEN ACCESS   1550 Views   1377 Downloads   Published online: 22 Mar 2022
Download Full Text (PDF)

ABSTRACT

Introduction: Online shopping has become more popular due to increased internet usage, and social media has dramatically influenced and modified customer behavior and decisions to buy from online businesses. Because people are busy and have hectic schedules, online shopping has become increasingly popular in the twenty-first century. Therefore, this study aimed to examine the mediating effect of social media on online shopping behavior in Nigeria.
Methodology: The study used quantitative approach and self-administered questionnaires were used to collect data from 380 online shoppers. The study employs the partial least square structural equation modelling (PLS-SEM) approach to identify critical dimensions influencing online shopping behavior in Nigeria and to explore the correlational relationships among constructs.
Results: The results and applications of PLS-SEM evolve a variety of findings; advertising had an insignificant effect on online shopping behavior, while a positive relationship was found between advertising and social media effect. Similarly, the proposed relationship between social media effect and online shopping behavior is supported. In contrast, the projected relationship between trust and online shopping behavior is significant. Finally, the result revealed a strong correlation between trust and online shopping behavior.
Implication: The study contributed to the existing literature and have significant practical implications that can help managers and marketers of online stores to take measures on factors that may influence online shopping behavior in Nigeria.
Keywords: social media, trust, smart-PLS, online shopping

CITATION

Nasidi, Q. Y., Ahmad, M. F., Abdulkadir, J., & Garba, M. (2022). Analysing the Mediating Effect of Social Media on Online Shopping Using Partial Least Square. Online Journal of Communication and Media Technologies, 12(2), e202213. https://doi.org/10.30935/ojcmt/11907

REFERENCES

  • Akar, E., & Dalgic, T. (2018). Understanding online consumers’ purchase intentions: A contribution from social network theory. Behaviour & Information Technology, 37(5), 473-487. https://doi.org/10.1080/0144929X.2018.1456563
  • Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
  • Alharthey, B. (2020). The role of online trust in forming online shopping intentions. International Journal of Online Marketing, 10(1), 32-57. https://doi.org/10.4018/IJOM.2020010103
  • Ancillai, C., Terho, H., Cardinali, S., & Pascucci, F. (2019). Advancing social media driven sales research: Establishing conceptual foundations for B-to-B social selling. Industrial Marketing Management, 82, 293-308. https://doi.org/10.1016/j.indmarman.2019.01.002
  • Aslam, B., & Karjaluoto, H. (2017). Digital advertising around paid spaces, E-advertising industry’s revenue engine: A review and research agenda. Telematics and Informatics, 34(8), 1650-1662. https://doi.org/10.1016/j.tele.2017.07.011
  • Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.
  • Bhagaswara, D. (2021). Exploration of digital marketing strategy for new market acquisition in the family company PT. Agro Komoditi Lestari. Journal Research of Social, Science, Economics, and Management, 1(3), 222-243.
  • Bhatti, A., Rehman, S. U., Kamal, A. Z., & Akram, H. (2021). Factors effecting online shopping behaviour with trust as moderation. Jurnal Pengurusan [Management Journal], 60, 109-122. https://doi.org/10.17576/pengurusan-2020-60-09
  • Briandana, R., & Dwityas, N. A. (2020). Conventional marketing communication tools for residential products in digital era. Technium Social Sciences Journal, 14, 193-205.
  • Dafoe, A. (2015). On technological determinism: A typology, scope conditions, and a mechanism. Science, Technology, & Human Values, 40(6), 1047-1076. https://doi.org/10.1177/0162243915579283
  • Datareportal. (2020). DIGITAL 2020: NIGERIA. https://datareportal.com/reports/digital-2020-nigeria
  • Dewaele, J.-M. (2018). Online questionnaires. In A. Phakiti, P. De Costa, L. Plonsky, & S. Starfield (Eds.), The Palgrave handbook of applied linguistics research methodology (pp. 269-286). Springer. https://doi.org/10.1057/978-1-137-59900-1_13
  • Dodoo, N. A., & Wu, L. (2019). Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency. International Journal of Internet Marketing and Advertising, 13(1), 73-95. https://doi.org/10.1504/IJIMA.2019.097905
  • Domazet, A. (2020). The effect of storytelling advertising on consumer evaluation of green fashion in the online shopping environment [Master thesis, Universidade Católica Portuguesa].
  • Eneizan, B., Alsaad, A., Abdelbaset Alkhawaldeh, H. N., & Rawash, O. E. (2020). E-wom, trust, usefulness, ease of use, and online shopping via websites: The moderating role of online shopping experience. Journal of Theoretical and Applied Information Technology, 98(13), 2554-2565.
  • Fossen, B. L., & Schweidel, D. A. (2019). Social TV, advertising, and sales: Are social shows good for advertisers? Marketing Science, 38(2), 274-295. https://doi.org/10.1287/mksc.2018.1139
  • Gera, N., Fatta, D. D., Garg, R., & Malik, S. (2021). Which are online shopping determinants? Analysing ease and convenience to use, prior shopping experience, online benefits, social influence in India. International Journal of Electronic Marketing and Retailing, 12(1), 19-35. https://doi.org/10.1504/IJEMR.2021.112251
  • Gu, S., & Wu, Y. (2019). Using the theory of planned behaviour to explain customers’ online purchase intention. World Scientific Research Journal, 5(9), 226-249.
  • Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110. https://doi.org/10.1016/j.jbusres.2019.11.069
  • Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404. https://doi.org/10.2501/IJMR-2014-025
  • Haque, U. N., & Mazumder, R. (2020). A study on the relationship between customer loyalty and customer trust in online shopping. International Journal of Online Marketing, 10(2), 1-16. https://doi.org/10.4018/IJOM.2020040101
  • Harrigan, P., Daly, T. M., Coussement, K., Lee, J. A., Soutar, G. N., & Evers, U. (2021). Identifying influencers on social media. International Journal of Information Management, 56, 102246. https://doi.org/10.1016/j.ijinfomgt.2020.102246
  • Hauer, T. (2017). Technological determinism and new media. International Journal of English Literature and Social Sciences, 2(2), 239174. https://doi.org/10.21125/inted.2017.2401
  • Hayes, A. F. (2015). An index and test of linear moderated mediation. Multivariate Behavioral Research, 50(1), 1-22. https://doi.org/10.1080/00273171.2014.962683
  • Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford publications.
  • Hossain, S. F. A. (2019). Social networking and its role in media entrepreneurship: Evaluating the use of mobile phones in the context of online shopping–A review. Journal of Media Management and Entrepreneurship, 1(1), 73-86. https://doi.org/10.4018/JMME.2019010105
  • Jiang, C., Rashid, R. M., & Wang, J. (2019). Investigating the role of social presence dimensions and information support on consumers’ trust and shopping intentions. Journal of Retailing and Consumer Services, 51, 263-270. https://doi.org/10.1016/j.jretconser.2019.06.007
  • Juska, J. M. (2017). Integrated marketing communication: Advertising and promotion in a digital world. Routledge. https://doi.org/10.4324/9781315526812
  • Kim, D. Y., & Kim, H.-Y. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research, 130, 405-415. https://doi.org/10.1016/j.jbusres.2020.02.020
  • Kim, H., & Huh, J. (2017). Perceived relevance and privacy concern regarding online behavioral advertising (OBA) and their role in consumer responses. Journal of Current Issues & Research in Advertising, 38(1), 92-105. https://doi.org/10.1080/10641734.2016.1233157
  • Kim, S. Y., Kim, J. U., & Park, S. C. (2017). The effects of perceived value, website trust and hotel trust on online hotel booking intention. Sustainability, 9(12), 2262. https://doi.org/10.3390/su9122262
  • Kolhar, M., Kazi, R. N. A., & Alameen, A. (2021). Effect of social media use on learning, social interactions, and sleep duration among university students. Saudi Journal of Biological Sciences, 28(4), 2216-2222. https://doi.org/10.1016/j.sjbs.2021.01.010
  • Langan, R., Cowley, S., & Nguyen, C. (2019). The state of digital marketing in academia: An examination of marketing curriculum’s response to digital disruption. Journal of Marketing Education, 41(1), 32-46. https://doi.org/10.1177/0273475318823849
  • Luo, X., Tong, S., Lin, Z., & Zhang, C. (2021). The impact of platform protection insurance on buyers and sellers in the sharing economy: A natural experiment. Journal of Marketing, 85(2), 50-69. https://doi.org/10.1177/0022242920962510
  • Moore, K., & Craciun, G. (2021). Fear of missing out and personality as predictors of social networking sites usage: The Instagram case. Psychological Reports, 124(4), 1761-1787. https://doi.org/10.1177/0033294120936184
  • Munshi, N. (2019). Africa’s Amazon hopeful Jumia retreats from big expansion. https://www.ft.com/content/a4f6ee1e-182b-11ea-9ee4-11f260415385
  • Murwonugroho, W., & Yudarwati, G. A. (2020). Exposure to unconventional outdoor media advertising. Pertanika Journal of Social Sciences & Humanities, 28(4), 3407-3424. https://doi.org/10.47836/pjssh.28.4.50
  • Mwangi, E. W., Gachahi, M. W., & Ndung’u, C. W. (2019). The role of mass media as a socialisation agent in shaping behaviour of primary school pupils in Thika Sub-County, Kenya. Pedagogical Research, 4(4), em0048. https://doi.org/10.29333/pr/5950
  • Naeem, M. (2021). Do social media platforms develop consumer panic buying during the fear of COVID-19 pandemic. Journal of Retailing and Consumer Services, 58, 102226. https://doi.org/10.1016/j.jretconser.2020.102226
  • Nasidi, Q. Y., Ahmad, M. F. B., & Hassan, I. (2021a). Mediating role of social media in the relationship between reliability, perceived usefulness on online shopping behaviour: Building a conceptual framework. International Journal of Academic Research in Business and Social Sciences, 2021. https://doi.org/10.6007/IJARBSS/v11-i2/8834
  • Nasidi, Q. Y., bin Ahmad, M. F., Garba, M., Hassan, I., & Gamji, M. B. (2021b). Empirical investigation of factors affecting online shopping behavior. Laplage em Revista [Laplage in Magazine], 7(3D), 363-377. https://doi.org/10.24115/S2446-6220202173D1728p.363-377
  • Nasiru, M. A., & Abubakar, F. U. (2020). The application of theory of reasoned action and theory of planned behaviour to explain intention to participate in cure among obstetric fistula women in Nigeria. International Journal of Healthcare Sciences, 7(2), 328-336.
  • Nassar, M. Y., Yau, F. S., Kok, T. K., & Yasin, I. M. (2017). Studying influencing factors on trust towards online shopping at Limkokwing University at Malaysia. International Journal of Business Forecasting and Marketing Intelligence, 3(4), 365-375. https://doi.org/10.1504/IJBFMI.2017.087648
  • Okiyi, G., Odionye, C., Emutumah, F., & Awobamise, A. (2020). Influence of advertising on Abuja women’s choices of e-commerce platforms. KIU Interdisciplinary Journal of Humanities and Social Sciences, 1(2), 53-67.
  • Owan, V. J., Ekpe, M. B., & Eneje, S. (2020). Undergraduates’ utilization of social networking media and sexual behaviours in higher education: A case study. Pedagogical Research, 5(2), em0062. https://doi.org/10.29333/pr/7940
  • Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1869363. https://doi.org/10.1080/23311975.2020.1869363
  • Quesenberry, K. A. (2020). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield Publishers.
  • Rasmussen, E. E., Punyanunt-Carter, N., LaFreniere, J. R., Norman, M. S., & Kimball, T. G. (2020). The serially mediated relationship between emerging adults’ social media use and mental well-being. Computers in Human Behavior, 102, 206-213. https://doi.org/10.1016/j.chb.2019.08.019
  • Ryu, S., & Park, J. (2020). The effects of benefit-driven commitment on usage of social media for shopping and positive word-of-mouth. Journal of Retailing and Consumer Services, 55, 102094. https://doi.org/10.1016/j.jretconser.2020.102094
  • Sarstedt, M., Hair Jr, J. F., Cheah, J.-H., Becker, J.-M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197-211. https://doi.org/10.1016/j.ausmj.2019.05.003
  • Schnauber-Stockmann, A., & Mangold, F. (2020). Day-to-day routines of media platform use in the digital age: A structuration perspective. Communication Monographs, 87(4), 464-483. https://doi.org/10.1080/03637751.2020.1758336
  • Servaes, J. (Ed.). (2014). Technological determinism and social change: Communication in a tech-mad world. Lexington Books.
  • Sharma, M. H., & Sharma, D. S. (2020). A marketing transformation from societal to digital-impact of COVID-19 on consumer’s buying preferences. IBMRD’s Journal of Management & Research, 9(2), 25-32.
  • Singh, M., & Matsui, Y. (2017). How long tail and trust affect online shopping behavior: An extension to UTAUT2 framework. Pacific Asia Journal of the Association for Information Systems, 9(4), 2. https://doi.org/10.17705/1pais.09401
  • Stouthuysen, K., Teunis, I., Reusen, E., & Slabbinck, H. (2018). Initial trust and intentions to buy: The effect of vendor-specific guarantees, customer reviews and the role of online shopping experience. Electronic Commerce Research and Applications, 27, 23-38. https://doi.org/10.1016/j.elerap.2017.11.002
  • Suhartanto, D., Triyuni, N., & Leo, G. (2018). Online shopping loyalty: The role of quality, trust, value, and satisfaction. Advanced Science Letters, 24(1), 735-738. https://doi.org/10.1166/asl.2018.11803
  • Suleman, D., & Zuniarti, I. (2019). Consumer decisions toward fashion product shopping in Indonesia: The effects of attitude, perception of ease of use, usefulness, and trust. Management Dynamics in the Knowledge Economy, 7(2), 133-146. https://doi.org/10.25019/MDKE/7.2.01
  • Tryon, W. W. (2018). Mediators and mechanisms. Clinical Psychological Science, 6(5), 619-628. https://doi.org/10.1177/2167702618765791
  • Wibowo, A., Chen, S.-C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189. https://doi.org/10.3390/su13010189
  • Wibowo, H. A., Hamdan, H., & Husain, M. K. (2022). Extending the theory of planned behavior with religiosity: Explaining entrepreneurial intention of employees students. Indonesian Journal of Business and Entrepreneurship, 8(1), 49-49. https://doi.org/10.17358/ijbe.8.1.49
  • Wiese, M., & Akareem, H. S. (2020). Determining perceptions, attitudes and behaviour towards social network site advertising in a three-country context. Journal of Marketing Management, 36(5-6), 420-455. https://doi.org/10.1080/0267257X.2020.1751242
  • Yim, B. H., & Byon, K. K. (2021). Validation of the sport fan model of goal-directed behavior: Comparison to theory of reasoned action, theory of planned behavior, and model of goal-directed behavior. Journal of Global Sport Management, 6(4), 388-408. https://doi.org/10.1080/24704067.2020.1765699
  • Zhao, N., & Zhou, G. (2021). COVID-19 stress and addictive social media use (SMU): Mediating role of active use and social media flow. Frontiers in Psychiatry, 12, 63554. https://doi.org/10.3389/fpsyt.2021.635546