Impact of social networking, financial social comparison,and materialism on online compulsive purchasing: Themoderating role of personalized ads featuring trending items

Digital environments profoundly influence consumer behavior, prompting the question: In what ways do social networking (SN), financial social comparison (FSC), materialism (MT), and the personalization of social media advertisement (PSM) influence online compulsive purchasing (OCP)? The hypothesized relationships are explored in this study. The study's hypotheses are also supported by the results that indicate that SN, FSC, and MT have a positive significant relationship with OCP and that the strength of the relationship between OCP and FSC or MT is greater than in the case of SN. In the present study, it was hypothesized that PSM will moderate the relationship between SN and OCP. The models also show that FSC and MT have direct negative effects on OCP with SN having secondary effects. PSM also strengthens the correlation between SN and OCP and reemphasizes the primacy of personalized advertisements on the consumer. The discussion section analyses factors including social influences, desire for status symbols and social class, and states of emotion to compulsive buying behavior. Proposals are ethical advertisement approach, customer relationship, and customer involving factor which is an emotional factor as a marketing medium to achieve the optimum effect of advertisement while considering consumer welfare. While this study has contributed to the literature, future studies should consider the following recommendations that may narrow the gap: Employment of a diverse population research program ought to be done more comprehensively in future studies Conduct repeated studies to establish the long-term impact of the program, future researchers are suggested to fill the gaps observed in the current study.