| Pub. Date | : Feb, 2024 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM060224 |
| Author Name | : Rexy Ros Bobby and Zakkariya K A |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 31 |
The paper aims to provide an overview of the factors affecting the subjective wellbeing of social media users in the age group of 18-40 years. The study goals include developing a framework based on a Stimulus-Organism-Response (SOR) model and then examining the effects of psycho-social factors like social anxiety, materialism, compulsive buying, and subjective wellbeing on consumer behavior and marketing factors. Data was analyzed using partial least square structural equation modeling (PLS-SEM). The findings show that adult social media users are more socially anxious and materialistic; therefore, they are more likely to buy compulsively, negatively impacting their subjective wellbeing. Further, social media was found to moderate the relationship between social anxiety and compulsive buying as well as the relationship between materialism and compulsive buying.
Many individuals today are more materialistic than ever (Chan, 2013). Da'vila et al. (2017) found that adults compare their possessions to those of their peers and celebrities to measure their social standing and worth. They also found that this comparison can lead to feelings of inadequacy and hurt their self-esteem. Tsang et al. (2014) found that interpersonal communication and marketing factors significantly impacted the materialistic values and compulsive buying of youngsters. India's new generation is exhibiting high levels of materialism (Manchanda et al., 2015). According to a recent study in India (Mishra, 2014), the country is experiencing socioeconomic changes that suggest increased consumerism.