How does ethical concern (EC) moderate the relationship between social media marketing (SMM) and online impulse buying behavior (OIBB)?

Ethical concerns (EC) moderate the relationship between social media marketing (SMM) and online impulse buying behavior (OIBB) by influencing how consumers respond to marketing strategies. While SMM can enhance impulse buying, heightened ethical awareness can lead consumers to be more cautious, potentially dampening their impulse purchases. The study indicates that EC strengthens the relationship between SMM and OIBB, suggesting that ethical considerations can enhance the effectiveness of social media marketing in driving impulse purchases.

The research indicates that ethical concerns (EC) play a moderating role in the relationship between social media marketing (SMM) and online impulse buying behavior (OIBB). Although SMM is effective in promoting impulse buying, consumers who are more aware of ethical issues may approach their purchasing decisions with caution. This means that while SMM can drive impulse purchases, the presence of strong ethical concerns can lead to a more reflective decision-making process, thereby moderating the impulsive nature of buying behavior. The study concludes that EC positively moderates the connection between SMM and OIBB, indicating that ethical considerations can enhance the impact of social media marketing on consumer impulse buying.