Impact of social support on social media purchase behavior: the mediating role of customer rating and review quality

Abstract

Purpose-This study aims to explore how social support (i.e. informational and emotional) influence online social media purchasing behavior. It also examines the mediating role of consumer ratings and reviews in these relationships. Design/methodology/approach-Utilizing a quantitative survey methodology, this study investigates the effects of informational and emotional support on online purchasing behavior within social media environments. A convenient sample of 250 social media users was contacted via email and social media. Data were collected through a Google survey form, covering demographics, online social media purchase behavior, quality of user ratings and reviews and informational and emotional support. Findings-The findings indicate that both emotional and informational support significantly and positively influence online purchase behavior on social media. Additionally, the quality of consumer ratings and reviews also significantly and positively impacts online purchase behavior. Furthermore, customer ratings and reviews quality mediate the relationship between online purchase behavior and social support (informational and emotional support). Research limitations/implications-The study's cross-sectional design and reliance on self-reported survey data may limit generalizability and obscure temporal changes in consumer behavior. Additionally, excluding other potential mediators and moderators restricts the broader applicability of the findings. Originality/value-This study underscores the mediating role of customer rating and review quality in the relationship between social support (informational and emotional support) and online social media purchase behavior. It highlights the importance of online social support and user feedback systems in shaping social media strategies and client interactions.