Compulsive Buying and Beliefs about Digital Advertising

Abstract

In view of concerns about consumers’ vulnerability to contemporary marketing tactics, this study aims to examine the extent to which compulsive buying affects beliefs about digital advertising. The results of a survey of 117 consumers suggest that compulsive buying positively affects the enjoyment of digital advertising. Subsequently, enjoyment positively affects the perceived appropriateness and behavioral impact of digital advertising. Overall, the findings indicate that a ‘shopaholic’ market segment appears to be more positively predisposed and therefore receptive to digital advertising. Thus, socially responsible businesses should take into account compulsive buyers’ vulnerability and protect them by adjusting their advertising actions accordingly.

Keywords

• compulsive buying
• digital advertising
• consumer beliefs
• structural equation modeling