Importance of Social Networking Sites and Determining Its Impact on Brand Image and Online Shopping: An Empirical Study

Mohammed Arshad Khan, Faisal Alhathal, Shahid Alam () and Syed Mohd Minhaj ()
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Mohammed Arshad Khan: Department of Accountancy, College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi Arabia
Faisal Alhathal: Department of Business Administration, College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi Arabia
Shahid Alam: Department of Business Administration, College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh 11673, Saudi Arabia
Syed Mohd Minhaj: Department of Commerce and Business Studies, Jamia Millia Islamia, New Delhi 1110025, India

Sustainability, 2023, vol. 15, issue 6, 1-22

Abstract: Social networking influencers are those who use images, videos, and other updates on social media platforms to affect consumers’ impressions of a company or product. The purpose of this study is to assess the present status of social networking sites and the online purchase intentions of consumers. This research paper is an attempt to identify the effect of various attributes of social networking that influence credibility and brand image, eventually leading to the purchase intention of consumers in Delhi NCR (National Capital Region), India. The data were collected using Google Forms via an online questionnaire with a sample size of 262 respondents. A convenient sampling technique was used; structure equation modeling (SEM), convergent and discriminant validity, and model fitness were achieved through Smart PLS 3. This study’s findings reveal that expertise, information quality, and trustworthiness have significant positive effects on credibility and brand image, as well as a significant positive indirect effect on online purchase intention. Other factors, such as entertainment, attractiveness, and likability, have no significant effect on credibility and brand image. The credibility of social networking and brand image mediate the positive relationship between information quality, expertise, trustworthiness, and consumer online purchase intention. On the other hand, the credibility of social networking and brand image mediate the lack of a positive relationship between likability, attractiveness, entertainment, and consumer online purchase intention.

Keywords: social networking site; brand image; credibility; online purchase intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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