The Impact of Social Media on Online Shopping Behavior of Gen Z Consumers In Time of Covid-19 Pandemic; The Moderating Role of Celebrity Endorsements-Reference-Cited by-同舟云学术

The Impact of Social Media on Online Shopping Behavior of Gen Z Consumers In Time of Covid-19 Pandemic; The Moderating Role of Celebrity Endorsements

Published:2023-12-08 Issue: Volume:21 Page:266-279
ISSN:2224-2899
Container-title:WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS
language:en
Short-container-title:

Author:

Achmad Gusti Noorlitaria¹^ORCID,Fitriansyah Fitriansyah²^ORCID,Lesmana Dadang³^ORCID,Yudaruddin Rizky¹^ORCID

Affiliation:

1. Department of Management, Mulawarman University, Samarinda, INDONESIA

2. Department of Management, Muhammadiyah University of East Kalimantan, Samarinda, INDONESIA

3. BRIDA of East Kutai East Kutai Regional Research and Innovation Agency, East Kutai, INDONESIA

Abstract

The purpose of this study is to examine the impact of social media (live streaming, promotional tools, and online reviews) and celebrity endorsements on online shopping behaviors. In addition, we investigate the role of celebrity endorsements as a moderator between social media and online shopping behavior. This study examines Generation Z in Indonesia with 543 respondents. This investigation employs the Structural Equal Modeling (SEM) technique. According to the findings of this study, online reviews and celebrity endorsements have a significant positive impact on online shopping behavior. When we interact with celebrity endorsements through online reviews, they have a strikingly positive impact on our online shopping behavior. This indicates that celebrities add a competitive advantage to a brand and that the brand has very good online reviews that will encourage consumers to buy products online. This study has implications for marketers and e-commerce, which can encourage consumers to make online purchases during a crisis.

Publisher

World Scientific and Engineering Academy and Society (WSEAS)

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