Investigating the impact of social media advertising and risk factors on customer online buying behavior: a trust-based perspective

Investigating the impact of social media advertising and risk factors on customer online buying behavior: a trust-based perspective

Abstract In the realm of ever-changing e-commerce, understanding the dynamics of customer online buying behavior (COBB) is pivotal. This study investigates the impact of risk factors—financial risk (FR), time risk (TR), and psychological risk (PR) along with social media advertising (SMA) on COBB wi...

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Bibliographic Details
Main Authors: Riffut Jabeen, Kashif Ullah Khan, Fahad Zain, Fouzia Atlas, Farhan Khan
Format: Article
Language:English
Published: SpringerOpen 2024-12-01
Series:Future Business Journal
Subjects:
Customer online buying behavior
Financial risk
Time risk
Psychological risk
Social media advertising
Trust
Online Access:https://doi.org/10.1186/s43093-024-00411-8
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https://doi.org/10.1186/s43093-024-00411-8

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