How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media

• Published in: Journal of research in interactive marketing 2023-11, Vol.17 (6), p.813-830
• Main Authors: Bozkurt, Sıddık, Gligor, David, Locander, Jennifer, Ahmad Rather, Raouf
• Format: Article
• Language: English
• Subjects: Anxiety; Competition; Competitive advantage; Consumers; Customer services; Customers; Digital media; Effectiveness; Marketing; Perceptions; Self-efficacy; Social anxiety; Social networks
• ISSN: 2040-7122; 2040-7122; 2040-7130
• DOI: 10.1108/JRIM-08-2022-0242

PurposeThis study aims to contribute to the social media agility literature by examining the impact of perceived social media agility on customer purchases. More specifically, this study seeks to reveal whether perceived social media agility positively affects customer purchases. Furthermore, this study examines the moderating roles of social media self-efficacy and social anxiety to increase the model's explanatory power. That is, this study investigates whether social media self-efficacy positively moderates the impact of perceived social media agility on customer purchases. Similarly, this study examines whether social anxiety negatively moderates the impact of perceived social media agility on customer purchases.Design/methodology/approachAn online survey was conducted on Qualtrics platforms to test the research hypotheses. To test the main effect, a linear regression was used. To test moderating relationships, PROCESS Macro Model 1 was used. Finally, the moderating effects were probed with the Johnson–Neyman technique to gain further insights into the interaction effects.FindingsThe study results show that when customers perceive a brand as agile on social media platforms, they are more willing to buy the goods/services of the brand. Notably, individuals who are high on social media self-efficacy (relative to low on it) display more willingness to purchase the brand's products/services. However, customers who are high on social anxiety (relative to low on it) are less willing to purchase the brand's products/services.Originality/valueThis study examines the effect of perceived social media agility on customer purchases while accounting for the moderating role of perceived social media self-efficacy and social anxiety. The results provide noteworthy theoretical and managerial contributions.