The relationship between consumer innovation, impulse buying and social media advertising: A technological product example

Businesses should be able to respond to the wishes, expectations and needs of consumers and evaluate the demands and ideas of consumers in order to ensure the preferability of their technological products in competitive conditions. Consumers are affected by many factors in the purchasing decision of innovative and technological products and services. Consumers can act rationally towards the products or services they want to buy, as well as emotional impulses and instinctive buying behavior instantly and quickly. In this behavior, consumers make decisions based on excessive stimuli. An important factor in the preference of technological products is the spread and adoption of innovations. Innovative consumers are influential in the spread and adoption of products. This reveals the importance of the concept of consumer innovation for businesses. The importance of social media platforms has also increased in promoting technological products and providing information. Social media, which makes interaction more effective and where consumers can easily access information quickly, has gained importance in communication and interaction with consumers for businesses in our digitalized world. Consumers share their experiences as well as information about products and services on social media platforms. Therefore, in an environment where interaction spreads to large masses, it has become important for businesses to be actively involved in social media platforms. In our study, the effects of consumer innovativeness, impulse buying and social media advertisements on consumers' online purchasing behavior of technological products were examined. The questionnaire was applied to 402 people online with convenience and snowball sampling. Regression, multiple regression and frequency analyzes were performed using the IBM SPSS Statistics 26 program on the data of 397 individuals suitable for analysis. As a result of the analyzes, it has been seen that the factors of consumer innovativeness, hedonic consumer innovativeness and functional-social consumer innovativeness have a significant effect on the online purchasing behavior of technological products. It has been seen that the instinctive buying factors have a significant effect between low cognitive impulse buying and emotional impulse buying behavior of technological products online. Social media advertising factors, fun and safe social media ads, and perceived value of social media ads have a low impact on online purchasing behavior of technological products. In addition, as a result of multiple regression analysis, it was seen that functional-social consumer innovativeness, low cognitive impulse buying and emotional impulse buying behavior factors had a strong and significant effect on online purchasing behavior of technological products.