Social media campaigns and domestic products consumption: a study on an emerging economy

Sneha Rajput, Ganesh Dash, Nischay Upamannyu, Bhuvanesh Kumar Sharma and Prakash Singh

Cogent Business & Management, 2022, vol. 9, issue 1, 2143018

Abstract: 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.

Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2022.2143018 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:9:y:2022:i:1:p:2143018

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2022.2143018

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().