SOCIAL MEDIA AND CONSUMER PURCHASE INTENTIONS IN TELECOMUNICATIONS SECTOR OF NIGERIA: MODERATING ROLE OF BRAND LOVE

Mustapha H. Abdullahi (), Ojeleye Y. Calvin () and Umar Salisu ()
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Mustapha H. Abdullahi: Department of Business of Administration, ABU Business School Ahmadu Bello University Zaria
Ojeleye Y. Calvin: Department of Business of Administration, ABU Business School Ahmadu Bello University Zaria
Umar Salisu: Department of Business Administration, Ahmadu Bello University Zaria

Economics and Management, 2022, vol. 19, issue 2, 57-74

Abstract: The frenzy with which the online shopping took over the world is unmatched by any other phenomena in recent times. The objective of this study is to examine the moderating role of brand love on the relationship between social media and purchase intentions. The research is quantitative in nature employing both survey and cross-sectional research designs. the population of the study is infinite and the sample size is 422. The study utilised purposive sampling techniques to administer copies of questionnaire to respondents. The study utilised structural equation modelling to ascertain the hypothesised relationship. The results indicated that firm created content has significant impact on purchase intention, like wise user generated content. The findings also revealed that brand love moderates the relationship between social media and purchase intention. The study recommends that brand managers ought to leverage social media to produce content that can be used as a source for learning more in-depth details about consumer preferences, buy intentions, and patterns.

Keywords: Social media; Firm created content; User generated content; Brand love; Purchase intention (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:neo:journl:v:19:y:2022:i:2:p:57-74

DOI: 10.37708/em.swu.v19i2.7

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