Artikel
Social media campaigns and domestic products consumption: a study on an emerging economy
The growth of the "Internet" and the subsequent use of smartphones has led to heavy social media usage in recent years. Social media campaigns have been successful in influencing purchase intention. Ethnocentrism also affects the purchase intention (PI) of domestic products. ETH is an evolving field, particularly for the purchase intention of domestic products. Considering the same, we examined the impact of social media campaigns (SMC) and ethnocentrism (ETH) on the purchase intention of domestic products. The mediating role of ethnocentrism and the moderating role of country-of-origin image (COOI) are examined further. The proposed hypotheses were examined using structural equation modeling. Data was collected from 431 avid social media users in a region that saw massive protests through social media campaigns. The results exhibit the positive impact of social media campaigns and ethnocentrism positively over the purchase intention of domestic products. In addition, ethnocentrism was found to be a mediator between social media campaigns and the purchase intention of domestic products. Moreover, the country of origin image strengthens the positive relationship between social media campaigns and the purchase intention of domestic products. However, COOI dampened the positive relationship between social media campaigns and ethnocentrism. This study provides fresh insights and implications for theory and practice.
- Sprache
-
Englisch
- Erschienen in
-
Journal: Cogent Business & Management ; ISSN: 2331-1975 ; Volume: 9 ; Year: 2022 ; Issue: 1 ; Pages: 1-19
- Klassifikation
-
Management
- Thema
-
country-of-origin image
domestic products
emerging economy
ethnocentrism
purchase intention
Social media campaigns
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Rajput, Sneha
Dash, Ganesh
Upamannyu, Nischay
Sharma, Bhuvanesh Kumar
Singh, Prakash
- Ereignis
-
Veröffentlichung
- (wer)
-
Taylor & Francis
- (wo)
-
Abingdon
- (wann)
-
2022
- DOI
-
doi:10.1080/23311975.2022.2143018
- Letzte Aktualisierung
-
10.03.2025, 11:44 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Rajput, Sneha
- Dash, Ganesh
- Upamannyu, Nischay
- Sharma, Bhuvanesh Kumar
- Singh, Prakash
- Taylor & Francis
Entstanden
- 2022
Ähnliche Objekte (12)
Disinformation campaigns in social media
Early detection of promoted campaigns on social media
Hidden messages: mapping nations’ media campaigns
Social Media in Morocco: From Grassroots Activism to Electoral Campaigns
Unsupervised detection of coordinated fake-follower campaigns on social media
Presidential campaigns in the age of social media : Clinton and Trump
Digital Caudillos: The Use of Social Media in Guatemalan Presidential Campaigns
Social media charity campaigns and pro-social behaviour: Evidence from the Ice Bucket Challenge
Social Media Charity Campaigns and Pro-social Behaviour. Evidence from the Ice Bucket Challenge
Social media charity campaigns and pro-social behavior. Evidence from the Ice Bucket Challenge
Can social security boost domestic consumption in the People's Republic of China?
Domestic energy consumption: temporal unregulated electrical energy consumption in kitchens in Scottish affordable and social housing
Disinformation campaigns in social media
Early detection of promoted campaigns on social media
Hidden messages: mapping nations’ media campaigns
Social Media in Morocco: From Grassroots Activism to Electoral Campaigns
Unsupervised detection of coordinated fake-follower campaigns on social media
Presidential campaigns in the age of social media : Clinton and Trump
Digital Caudillos: The Use of Social Media in Guatemalan Presidential Campaigns
Social media charity campaigns and pro-social behaviour: Evidence from the Ice Bucket Challenge
Social Media Charity Campaigns and Pro-social Behaviour. Evidence from the Ice Bucket Challenge
Social media charity campaigns and pro-social behavior. Evidence from the Ice Bucket Challenge
Can social security boost domestic consumption in the People's Republic of China?
Domestic energy consumption: temporal unregulated electrical energy consumption in kitchens in Scottish affordable and social housing
Disinformation campaigns in social media
Early detection of promoted campaigns on social media
Hidden messages: mapping nations’ media campaigns
Social Media in Morocco: From Grassroots Activism to Electoral Campaigns
Unsupervised detection of coordinated fake-follower campaigns on social media
Presidential campaigns in the age of social media : Clinton and Trump
Digital Caudillos: The Use of Social Media in Guatemalan Presidential Campaigns
Social media charity campaigns and pro-social behaviour: Evidence from the Ice Bucket Challenge
Social Media Charity Campaigns and Pro-social Behaviour. Evidence from the Ice Bucket Challenge
Social media charity campaigns and pro-social behavior. Evidence from the Ice Bucket Challenge
Can social security boost domestic consumption in the People's Republic of China?