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

Mutlu M., Aslan Ö. F., Akbaba A. İ.

SOSYOEKONOMI, cilt.34, sa.67, ss.427-442, 2026 (ESCI, Scopus, TRDizin) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 34 Sayı: 67
  • Basım Tarihi: 2026
  • Doi Numarası: 10.17233/sosyoekonomi.2026.01.18
  • Dergi Adı: SOSYOEKONOMI
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.427-442
  • Atatürk Üniversitesi Adresli: Evet

Özet

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.