Published Online:February 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM020225
DOI:DOI: 10.71329/IUPJMM/2025.24.1.31-54
Author Name:Harish Kumar and Sandeep Kumar
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:31-54
In the contemporary digital landscape, social media platforms have become ubiquitous channels for communication, social interaction, and consumer engagement. The study investigates the relationship between social media content, social comparison, materialism, and impulse buying behavior. Through a comprehensive literature review, the study explores the theoretical foundations of Social Comparison Theory and its implications for consumer behavior in the context of social media usage. Drawing on established constructs and measurement items from prior research, a questionnaire was developed to assess participants’ engagement in social comparison behaviors, materialistic tendencies, and impulse buying habits. Data was collected from 250 participants through targeted and snowball sampling methods, and analyzed using confirmatory factor analysis (CFA) in AMOS 24. The findings reveal significant association between social comparison, materialism, and impulse buying behavior, highlighting the influential role of social media content in shaping consumer attitudes and behaviors. Practical implications for marketers, retailers, and policymakers are discussed, emphasizing the importance of understanding and addressing the adverse effects of social comparison on impulse buying tendencies. By fostering consumer education initiatives and promoting responsible consumption habits, organizations can contribute to enhancing consumer wellbeing and fostering a more ethical and sustainable marketplace in the digital age.
In the age of digital connectivity, social media platforms have reshaped the fabric of our interactions, communication patterns, and consumption behaviors (Chen and Wang, 2021; and Krasnova et al., 2015). With billions of users worldwide, platforms like Facebook, Instagram, and Twitter have evolved into essential channels for socializing, sharing experiences, and constructing identities (Kross et al., 2021). However, amidst the myriad benefits of social media, concerns have surfaced regarding its impact on consumer behavior, particularly in the realm of impulse buying (Abdelsalam et al., 2020; Koay et al., 2021; and Zafar et al., 2021).