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Impact of social support on social media purchase behavior: the mediating role of customer rating and review quality

Masood Ul Hassan et al.

Journal of Electronic Business & Digital Economics2025https://doi.org/10.1108/jebde-02-2025-0015article
ABDC C
Weight
0.50

What the paper says

Purpose This study aims to explore how social support (i.e. informational and emotional) influence online social media purchasing behavior. It also examines the mediating role of consumer ratings and reviews in these relationships. Design/methodology/approach Utilizing a quantitative survey methodology, this study investigates the effects of informational and emotional support on online purchasing behavior within social media environments. A convenient sample of 250 social media users was contacted via email and social media. Data were collected through a Google survey form, covering demographics, online social media purchase behavior, quality of user ratings and reviews and informational and emotional support. Findings The findings indicate that both emotional and informational support significantly and positively influence online purchase behavior on social media. Additionally, the quality of consumer ratings and reviews also significantly and positively impacts online purchase behavior. Furthermore, customer ratings and reviews quality mediate the relationship between online purchase behavior and social support (informational and emotional support). Research limitations/implications The study's cross-sectional design and reliance on self-reported survey data may limit generalizability and obscure temporal changes in consumer behavior. Additionally, excluding other potential mediators and moderators restricts the broader applicability of the findings. Originality/value This study underscores the mediating role of customer rating and review quality in the relationship between social support (informational and emotional support) and online social media purchase behavior. It highlights the importance of online social support and user feedback systems in shaping social media strategies and client interactions.

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https://doi.org/https://doi.org/10.1108/jebde-02-2025-0015

Or copy a formatted citation

@article{masood2025,
  title        = {{Impact of social support on social media purchase behavior: the mediating role of customer rating and review quality}},
  author       = {Masood Ul Hassan et al.},
  journal      = {Journal of Electronic Business & Digital Economics},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1108/jebde-02-2025-0015},
}

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Impact of social support on social media purchase behavior: the mediating role of customer rating and review quality

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.