DefinePK

Abstract

With the popularity of social media, consumer behaviour has undergone a significant transformation, particularly in the fashion apparel industry. This study examines the impact of susceptibility to social influence on compulsive buying behaviour (CBB), focusing on SNS-mediated social comparison as a mediator and consumer resilience as a moderator. Utilising social comparison theory, the study posits that individuals engaging in social comparisons through SNSs develop increased desires for material possessions, fuelling compulsive buying tendencies. A quantitative approach, based on survey responses from Pakistani consumers aged 18–40, was utilised to test the hypothesis using PLS-SEM. The results reveal that while normative and informational social influences do not directly affect CBB, their effects are fully mediated by SNS-mediated social comparison. Contrary to expectations, consumer resilience does not significantly moderate the association between SNS-mediated social comparison and CBB. These findings add to the understanding of consumer behaviour of SNS users, offering theoretical and practical implications for marketers, policymakers, and mental health professionals aiming to eliminate the adverse impact of SNS-mediated social comparison on consumers' CBB.