Gender Differences in Response to Digital Marketing: Analyzing Purchase Intentions and Behaviors
DOI:
https://doi.org/10.51153/mf.v19i1.646Keywords:
Consumer buying behavior, purchase intention, bundling pricing, discount, gender, Theory of Planned Behavior, and Theory of Social ComparisonAbstract
Social media in the prevailing era has changed the attitudes and lifestyles of all individuals, especially university students. Given its importance, this study examines the impact of discount pricing, bundle pricing, and purchase intention on consumer buying behavior. It also examines the impact of social media influencers and awareness on purchase intention and the moderating effect of gender on purchase intention. The study extended the Theory of Planned Behavior and Social Comparison Theory to develop a model. We empirically tested the model based on 385 responses collected from the target population. The study found that discount pricing, bundle pricing, and purchase intention promote consumer-buying behavior. It also documented that social media influencers and awareness positively affect purchase intention. We also found gender moderates (i) social media influencer and purchase intention and (ii) awareness and purchase intention. The study's contribution to the body of knowledge is that it has extended the Theory of Planned Behavior and Social Comparison Theory to develop a new model. Since the "results support all the articulated hypotheses, the study has increased the generalizability of these theories." The study recommends that firms spend resources and recruit social media influencers to promote their goods. It also proposes that firms must select credible and trustworthy social media influencers. Female perceptions and attitudes toward social media influencers differ from males. Therefore, we recommend that firms select social media influencers based on the product categories.References
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