Qazi Mohammed Ahmed and Osman Sadiq Paracha and Iftikhar Hussain
Role of Social Capital on Consumer Attitudes, Peer Influence and Behavioral Intentions A Social Media Perspective
536 - 539
2021
15
5
International Journal of Industrial and Systems Engineering
https://publications.waset.org/pdf/10012011
https://publications.waset.org/vol/173
World Academy of Science, Engineering and Technology
The study aims to explore the unaddressed relationship between social capital and consumers’ underlying behavioral intentions. The study postulates that this association is mediated by the role of attitudes and peer influence. The research attains evidence from a usable sample of 673 responses. The majority consists of the young and energetic social media users of Pakistan that utilize virtual communities as a way of life. A variance based structural equation modeling has been applied through SmartPLS 3. The results reveal that social capital exerts a statistically supportive association with both attitudes and peer influence. Contrastingly, this predictor variable shows an insignificant linkage with behavioral intentions but this relationship is fully mediated by consumer attitudes and peer influence. The paper enhances marketing literature with respect to an unexplored society of Pakistan. It also provides a lens for the contemporary advertisers, in terms of supporting their social media campaigns with affiliative and cohesive elements. The study also identifies a series of predictor variables that could further be tested with attitudes, subjective norms and behavioral responses.
Open Science Index 173, 2021