Mediating Role of Social Media on Online Shopping Behavior: Smart-PLS Approach

  • Qaribu Yahaya Nasidi Mass Communication Department, Ahmadu Bello University (ABU), Zaria, Nigeria
  • Muhamad Fazil Ahmad University Sultan Zainal Abidin (UniSZA), Terengganu, Malaysia
  • Jamila Mohammed Dahiru Mass Communication Department, Ahmadu Bello University (ABU), Zaria, Nigeria
  • Murtala Garba Abubakar Tafawa Balewa University (ATBU), Bauchi, Nigeria
Keywords: Social Media, Online Shopping Behaviour, Trust, Smart-PLC


Consumer behaviour and decisions to buy from online retailers were increasingly influenced and changed by social media. Because of the never-ending advances in information technology, online shopping is becoming more popular. Therefore, this study aimed to examine the mediating effect of social media on online shopping behaviour in Nigeria. A cross-sectional study was used, and a simple random sampling procedure was used to select three hundred and eighty (380) online shoppers. Data were analysed using Structural Equation Modelling –Partial Least Square (SEM-PLS). The analysis revealed that advertising had an insignificant effect on online shopping behaviour with a path coefficient (Beta value = 0.11; t value = 1.743; p= 0.082). There is positive relationship between advertising and social media effect (Beta value = 0.787; t value = 34.556; p= 0.000). the proposed relationship between social media effect and Online Shopping Behaviour (=0.378; t-value =5.735; p =0.000) is supported. In contrast, the projected relationship between Trust and Online Shopping Behaviour is (=0.466; t-value =12.817; p =0.000). Lastly, the result revealed there is a strong correlation between Trust and Online Shopping Behaviour.


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How to Cite
Nasidi, Q. Y., Fazil Ahmad, M., Mohammed Dahiru, J., & Garba, M. (2021). Mediating Role of Social Media on Online Shopping Behavior: Smart-PLS Approach. The Journal of Management Theory and Practice (JMTP), 2(4), 49-55.
Marketing & Management