Social Media Marketing Effect on Green Product Purchase Intention: The Mediating Role of the Bandwagon Effect

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Sosyoekonomi
Cilt: 34 Sayı: 67
Social Media Marketing Effect on Green Product Purchase Intention: The Mediating Role of the Bandwag...

Social Media Marketing Effect on Green Product Purchase Intention: The Mediating Role of the Bandwagon Effect

Authors : Muhammet Mutlu, Ömer Faruk Aslan, Ahmet İlker Akbaba

Pages : 427-442

Doi:10.17233/sosyoekonomi.2026.01.18

View : 125 | Download : 176

Publication Date : 2026-01-31

Article Type : Research Paper

Abstract :This study examines the mediating role of the bandwagon effect in the relationship between social media marketing and green product purchase intention. Data collected from 2,233 participants through an online survey were analysed using SPSS for reliability, descriptive statistics, correlation analysis, and mediation analysis. The results show that the bandwagon effect mediates the impact of social media marketing on green product purchase intention. The emphasis on the mediating role of the bandwagon effect in this relationship, combined with the limited research on this topic, makes this study original.
Keywords : Sosyal Medya Pazarlama, Bandwagon Etkisi, Yeşil Ürün Satın Alma Niyeti

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