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FACTORS INFLUENCING MASSTIGE PURCHASE INTENTIONS IN PAKISTANI MILLENNIALS THE ROLE OF INSPIRATION FOMO AND NEED FOR UNIQUENESS

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09 Pages : 105-120

http://dx.doi.org/10.31703/gmsr.2024(IX-III).09      10.31703/gmsr.2024(IX-III).09      Published : Sep 2024

Factors Influencing Masstige Purchase Intentions in Pakistani Millennials: The Role of Inspiration, FOMO, and Need for Uniqueness

Abstract

    In this era, social media is an important part of everyone's life. Therefore, social media influencers are famous marketing tools for business. Marketers take advantage of influencers' massive following by sharing their content through them. This research aims to explore the relationship between social media celebrities and masstige-purchase intention of their audience or consumers. In addition, this research paper will give insight into the role of Inspiration, FOMO, and CNFU in the Pakistani industry. The data from 402 millennials was collected using online surveys, and structural equation modeling was used to analyze the data. Results show social media influencers directly influence masstige-purchase intention of consumers and indirectly via inspiration. This study has practical implications for marketers it will guide businesses to enhance their sales using social media influencers effectively.

    Social Media Influencer, Inspiration, FoMO, Masstige Consumption

    (1) Kubbra Maroof
    MPhil Scholar, Quaid-i-Azam School of Management Sciences, Quaid-i-Azam University, Islamabad, Pakistan.
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Cite this article

APA

    APA : Maroof, K. (2024). Factors Influencing Masstige Purchase Intentions in Pakistani Millennials: The Role of Inspiration, FOMO, and Need for Uniqueness. Global Management Sciences Review, IX(III), 105-120. https://doi.org/10.31703/gmsr.2024(IX-III).09

CHICAGO

    CHICAGO : Maroof, Kubbra. 2024. "Factors Influencing Masstige Purchase Intentions in Pakistani Millennials: The Role of Inspiration, FOMO, and Need for Uniqueness." Global Management Sciences Review, IX (III): 105-120 doi: 10.31703/gmsr.2024(IX-III).09

HARVARD

    HARVARD : MAROOF, K. 2024. Factors Influencing Masstige Purchase Intentions in Pakistani Millennials: The Role of Inspiration, FOMO, and Need for Uniqueness. Global Management Sciences Review, IX, 105-120.

MHRA

    MHRA : Maroof, Kubbra. 2024. "Factors Influencing Masstige Purchase Intentions in Pakistani Millennials: The Role of Inspiration, FOMO, and Need for Uniqueness." Global Management Sciences Review, IX: 105-120

MLA

    MLA : Maroof, Kubbra. "Factors Influencing Masstige Purchase Intentions in Pakistani Millennials: The Role of Inspiration, FOMO, and Need for Uniqueness." Global Management Sciences Review, IX.III (2024): 105-120 Print.

OXFORD

    OXFORD : Maroof, Kubbra (2024), "Factors Influencing Masstige Purchase Intentions in Pakistani Millennials: The Role of Inspiration, FOMO, and Need for Uniqueness", Global Management Sciences Review, IX (III), 105-120

TURABIAN

    TURABIAN : Maroof, Kubbra. "Factors Influencing Masstige Purchase Intentions in Pakistani Millennials: The Role of Inspiration, FOMO, and Need for Uniqueness." Global Management Sciences Review IX, no. III (2024): 105-120. https://doi.org/10.31703/gmsr.2024(IX-III).09