Title: Impact of social media technologies on consumers' online buying tendencies with moderating role of gender

Authors: Mehnaz; Jiahua Jin; Abhinay Bhasin

Addresses: School of Economics and Management, University of Science and Technology Beijing, 30-Xueyuan Road, Haidian District, Beijing-100083, China ' School of Economics and Management, University of Science and Technology Beijing, 30-Xueyuan Road, Haidian District, Beijing-100083, China ' School of Economics and Management, University of Science and Technology Beijing, 30-Xueyuan Road, Haidian District, Beijing-100083, China

Abstract: Nowadays, the research on social media is evolving owing to rapid saturation of information communications networks. In such scenario, firms need to rethink how to drive consumers' buying tendencies (BT) since the market trend is hastily transforming from traditional to online shopping. This trend provides new opportunities for the marketers on how they can achieve utmost attention of the consumers using advanced means of communications such as social network sites (SNSs). This study prospected the linkage of revolutionary SNSs toward consumers' BT from emerging nations like Pakistan. The findings revealed the positive relationships of SNSs, (e.g., Facebook, LinkedIn, Twitter, Youtube, and Pinterest) on consumers' BT. In marketing perspective; this is the one of the pioneer studies that provides insights for strategic management to encourage consumers' BT using SNSs in today's digital era. This study encourages the researchers to reveal further antecedents of SNSs within Pakistan and across the nations, especially with consideration of emerging nations.

Keywords: social network sites; SNSs; consumers' online purchase intention; Islamic Republic of Pakistan; structure equation modelling.

DOI: 10.1504/IJADS.2021.118603

International Journal of Applied Decision Sciences, 2021 Vol.14 No.6, pp.731 - 744

Received: 20 Nov 2020
Accepted: 29 Dec 2020
Published online: 29 Oct 2021 *

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