Abstract: The study investigated the relationship between social media usage and impulse buying tendencies with a mediating effect of brand community. With increased competition among traders, it is becoming costly to create a market niche as well as influence buying patterns among consumers. Using structural equation modeling, responses from a sample of 312 clients of Airtel telecommunication company Uganda under a Whatsaap community group known as team Airtel where analyzed. The study findings revealed that social media interactions influence people to join brand communities. The findings also discovered that brand community positively influences impulse buying tendencies among consumers. Additionally study findings have shown that brand community plays a positive mediating role on the causal relationship between social media and impulse buying tendencies among consumers. However findings from the study indicate that there is no relationship between social media and impulse buying. Social media influences impulse buying tendencies through brand communities.
Keywords: Social media, brand community, impulse buying tendency.
Title: Social media usage and impulse buying tendency in Uganda: The mediating effect of brand community
Author: Kintu Gerald Joseph, Arinaitwe Enid
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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