Social Media Ad Exposure and Purchasing Intention: The Role of Anxiety and Gender in Food Supplement Consumers

ÇAM S., TUNA M. F.

Gender Issues, cilt.42, sa.4, 2025 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 42 Sayı: 4
  • Basım Tarihi: 2025
  • Doi Numarası: 10.1007/s12147-025-09385-5
  • Dergi Adı: Gender Issues
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, Academic Search Premier, IBZ Online, ABI/INFORM, Educational research abstracts (ERA), Gender Studies Database, Index Islamicus, Psycinfo, Religion and Philosophy Collection, Social services abstracts, Sociological abstracts, Violence & Abuse Abstracts
  • Anahtar Kelimeler: Digital consumer behavior, Food supplements, Gender-based marketing, Information-seeking, Social media ad exposure, State-trait anxiety (STA)
  • Sivas Cumhuriyet Üniversitesi Adresli: Evet

Özet

Consumer purchasing behavior, especially in the digital environment, can be influenced by gender roles. The existing limited literature has not fully addressed the gap in the marketing literature regarding the digital consumer experience. This study examines the relationship between digital ad exposure, information search behavior, state anxiety (STAI-S), and gender on online purchase intention among consumers of food supplements. Findings derived from structural equation modeling (SEM) analysis revealed that exposure to digital advertising has a positive influence on both information search behavior and online purchase intention, with information search behavior serving as a mediating role in this process. Contrary to expectations, state anxiety (STAI-S) did not function as a simple moderator for the relationship between information search and purchase intention. However, a significant three-way interaction revealed that gender plays a crucial moderating role in this process. More specifically, as anxiety levels increase among male consumers, the positive effect of information search behavior on purchase intention strengthens. In contrast, for female consumers, this effect is weaker at high anxiety levels, becoming statistically non-significant. These findings indicate that digital marketing strategies should be recalibrated to address the observed gender-based psychological differences, prioritizing the alleviation of consumer anxiety over its exploitation. The study makes a significant contribution to the literature on understanding digital consumer behavior, offering valuable guidance to businesses in developing consumer-centric strategies.