Understanding Consumer Digital Consumption Behaviour in the Edge of Social Media Platforms

Abstract

This study aims at providing insights to the understanding of consumer behaviour which has become very complicated with the existence of the world of social media. Although research on consumer behaviour field has been seeking lately to understand the digital behaviour of the consumers. Marketers and academics risk offloading their market understanding to the algorithms, keeping marketers out of the loop, and losing the ability in understanding their consumer and their reactions. The lack of a well understanding of the consumer’s perception and attitude towards social media recommended Ads generated from the Recommender Systems, may impede the ability of organizations to build a marketing orientation and may negatively influence predicted consumer response. Previous studies were restricted to explaining the evolving role of perception and attitude of Facebook recommended advertisements in the context of impulse buying behaviour. Thus, structural equational modelling was done to understand the effects of the variables under investigation. The findings revealed that impulse buying is affected by the positive attitude towards the recommended advertisings, which are influenced by both informativeness and credibility as values perceived from the recommended advertisings. This study provides some useful practical implications for the F-commerce administrators, advertisers, promoters, and consumers.