Compulsive Buying and Beliefs about Digital Advertising

Proceedings

article

Christos Livas¹  Alba Pajollari¹  Nansy Karali² 

[1] Department of Business Administration, University of Patras;Department of Economics, University of Piraeus

关键词: compulsive buying;    digital advertising;    consumer beliefs;    structural equation modeling;   

DOI  :  10.3390/proceedings2023085012

学科分类：社会科学、人文和艺术（综合）

来源: mdpi

【 摘 要 】

In view of concerns about consumers’ vulnerability to contemporary marketing tactics, this study aims to examine the extent to which compulsive buying affects beliefs about digital advertising. The results of a survey of 117 consumers suggest that compulsive buying positively affects the enjoyment of digital advertising. Subsequently, enjoyment positively affects the perceived appropriateness and behavioral impact of digital advertising. Overall, the findings indicate that a ‘shopaholic’ market segment appears to be more positively predisposed and therefore receptive to digital advertising. Thus, socially responsible businesses should take into account compulsive buyers’ vulnerability and protect them by adjusting their advertising actions accordingly.

【 授权许可】

CC BY