Exploring the Impact of Social Media Sites on Compulsive Shopping Behavior: The Mediating Role of Materialism

Abstract

Purpose: This study aims to examine the influence of social media sites and television advertisements on compulsive shopping behavior, and whether this influence is mediated by materialism in the university students of Saudi Arabia. Methods: Data was collected from 487 students at Saudi universities. AMOS and Structural equation modeling (SEM) were utilized to examine the data. The research supports the Hypothesis that adolescents who are more materialistic are more prone than less materialistic adolescents to engage in compulsive shopping behavior. Results: The findings were consistent with other research, suggesting that the same remains true in the culture of Saudi Arabia. The research’s findings show that television advertisements and the use of social media sites positively related to compulsive shopping behavior among university students, and materialism mediated the relationship between television advertisements and social media sites. Conclusion: The research emphasizes the significance of comprehending the materialistic attitude and consumption choices of adolescents and offers crucial information for scholars, decision-makers, and management of top companies.