Role of Fear on Consumers’ Buying Tendencies: Mediating Role of Social Media Usage

The present study empirically examines the impact of fear on consumers’ buying tendencies (Impulse buying, Panic buying and Online purchase intention). The study assesses the role of social media usage as a mediating variable in the above relationship. Also, it investigates the variation in consumer buying tendencies, fear, and social media usage across demographics. A total of 389 survey responses were collected online through a structured questionnaire using a snowball sampling technique from consumers of Delhi, India. A causal relationship established using Structural Equation Modelling reveals linkages of fear with panic buying and social media usage fully mediates this relationship, Further, the link between fear and online purchase is partially mediated by social media usage, and no linkage is found with impulse buying. ANOVA and T-test results show that panic buying tendency is higher in females and married individuals, social media usage is higher in unmarried younger age group people and online purchase intention is practiced more by males in middle- and upper-income groups. The study concludes by providing theoretical and practical implications.