Moderating Effect of Income on the Relationship between Social Media Advertisement and Consumer Buying Behavior: A Pilot Study (Published)
The use of social media platforms for advertising has grown exponentially in recent years, providing businesses with an effective tool to reach and engage with consumers. However, the effectiveness of social media advertisements and their impact on consumer buying behavior may vary depending on individuals’ income levels. Understanding the moderating effect of income on the relationship between social media advertisement and consumer behavior is crucial for marketers to develop targeted and effective advertising strategies. The paper explored a small sample data on the moderating effect of income on the relationship between social media advertisement and consumer buying behavior in the Federal University Dutse. Instrument’s validity, reliability and subsequently the data normality were examined through panel of experts and also by analyzing small sample data with the aid of SPSS version 22 software. Results showed that the instrument is reliable and the data for preliminary study exhibit reasonable normality. The research explored and validated the instrument of the various constructs of social media advertisement – informativeness, entertainment, credibility and interactivity.
Keywords: Consumer Buying Behavior, Credibility, Entertainment, Interactivity, informativeness, social media advertisement