Article 2026 · 0 citations

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

Mutlu, Muhammet, Aslan, Omer Faruk, Akbaba, Ahmet Ilker

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

Social Media Marketing Bandwagon Effect Green Product Purchase Intention BEHAVIOR SUSCEPTIBILITY

WoS Categories

Economics

Sustainable Development Goals

Responsible Consumption and Production Quality Education Life on Land Life Below Water Climate Action Zero Hunger

Citation

Journal: SOSYOEKONOMI
Year: 2026
Volume: 34
Issue: 67
Pages: 427-442
ISSN: 1305-5577
DOI: 10.17233/sosyoekonomi.2026.01.18
WoS UID: WOS:001683426400018

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