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Title: Exploring the Role of Social Comparison: Unraveling the Influence of Malicious Envy and Materialism on Impulse Buying, with Promotional Campaigns as a Moderator
Authors: Muhammad Ahsan Ali, Zujaj Ahmed, Iftikhar Ahmad, Raisham Hayee
Journal: Journal of Asian Development Studies
Publisher: Centre for Research on Poverty and Attitude pvt ltd
Country: Pakistan
Year: 2024
Volume: 13
Issue: 3
Language: English
DOI: 10.62345/jads.2024.13.3.125
Keywords: materialismSocial ComparisonMalicious EnvyPromotional Schemes
This paper empirically tests the association between social comparison, malicious envy, and materialism in impulse buying, with promotional campaigns as a moderator. The sample was drawn from retail customers who frequently buy shoes and clothing. The sample size was 302, using a convenience sampling technique, and the data was collected through a survey questionnaire containing 28 items, with responses ranging from strongly agree to strongly disagree. SEM-PLS 4.0 was used for data analysis and to determine the construct reliability and validity. After examination, it was established that social comparison is positively linked to materialism, malicious envy, and impulse buying. Promotional campaigns moderate the relationship between social comparison and impulse buying. However, neither materialism nor malicious envy impact impulse buying, nor do these two mediate the link between social comparison and impulse buying. The study is unique as it has utilized promotional campaigns as moderators, which has never been studied in this context. Also, the findings are valuable for both marketers and consumers to better predict and manage consumption behavior.
To empirically test the association between social comparison, malicious envy, and materialism in impulse buying, with promotional campaigns as a moderator.
Quantitative research technique with a cross-sectional survey design. The sample consisted of 302 retail customers who frequently buy shoes and clothing, recruited using a convenience sampling technique. Data was collected via a survey questionnaire with 28 items on a 5-point Likert scale. SEM-PLS 4.0 was used for data analysis.
graph TD
A["Quantitative Research Design"] --> B["Cross-sectional Survey"];
B --> C["Sample Recruitment"302 Retail Customers""];
C --> D["Data Collection via Questionnaire"];
D --> E["SEM-PLS 4.0 Data Analysis"];
E --> F["Hypothesis Testing"];
F --> G["Results & Conclusion"];
The study highlights that while social comparison directly influences impulse buying, and promotional campaigns moderate this relationship, materialism and malicious envy do not independently drive impulse purchases in this context. The findings suggest that the interplay between social comparison, promotional strategies, and individual psychological factors is complex.
- Social comparison is positively linked to materialism, malicious envy, and impulse buying.
- Promotional campaigns moderate the relationship between social comparison and impulse buying.
- Materialism and malicious envy do not directly impact impulse buying, nor do they mediate the link between social comparison and impulse buying.
Social comparison significantly influences impulse buying, with promotional campaigns acting as a moderator. While materialism and malicious envy are linked to social comparison, they do not directly lead to impulse buying in this study's framework. The findings offer insights for marketers to develop targeted strategies and for consumers to manage their purchasing behavior.
- Sample size: 302 participants.
- Data collection method: Survey questionnaire with 28 items.
- Statistical analysis tool: SEM-PLS 4.0.
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