What Drives the Final Click? Social Influence, Communication and Argument Quality in Buying Intention

Nidhi Yadav and Shivendra Singh
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Nidhi Yadav: Department of Commerce, Mahatma Gandhi Central University, Bihar, India.
Shivendra Singh: Department of Management, Mahatma Gandhi Central University, Bihar, India.

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Abstract: Previous studies have examined the impact of social media influencers and electronic communication on consumer buying intention. However, limited research has explored the mediating role of consumer attitude in the relationship between social influence, electronic communication, argument quality, and buying intention, particularly in semi-urban areas where consumer exposure to digital information and engagement with social media platforms differ considerably from those observed in urban populations. Understanding these relationships is essential for developing more effective digital marketing strategies tailored to the behavioural characteristics and informational environments of semi-urban consumers. Intention through Consumer Attitude.consumer buying intention within a semi-urban environment where information access and digital literacy may vary which leads to this study. The data were collected from 246 respondents of Gorakhpur and Kushinagar using a structured questionnaire and convenience sampling method. The mediation analyses further demonstrated that Consumer Attitude moderately mediated the relationship between social influence, communication, argument quality, and Buying intention. These findings suggests that social and informational factors influence buying intention both directly and indirectly through the formation of positive consumer attitudes. The findings suggest that organisation and marketers should attention on strengthening social influence strategies improving communication effectiveness, and delivering high quality and persuasive information to develop favourable consumer attitudes and increase purchase intentions. The study also highlights the growing importance of social modern consumer behaviour within digital environments. The findings suggest that organisations and marketers should focus on strengthening social influence strategies, enhancing communication effectiveness, and delivering high-quality and persuasive information in order to foster favourable consumer attitudes and increase purchase intentions. The study also highlights the growing significance of social influence in shaping modern consumer behaviour within digital commerce environments. These insights may assist businesses in designing more targeted and effective marketing strategies to improve consumer engagement and purchasing outcomes in increasingly digitalised markets.

Date: 2026-05-27
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Published in Asian Journal of Economics, Business and Accounting, 2026, 26 (6), pp.32-45

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