Impact of Parental and Internet Influence On Teenagers’ Purchase Intention, With Materialism as A Mediator: In Pakistani Context.

Abstract

Purpose: Considering the large population of the teenagers in Pakistan, we find a huge market for products and services that have the capacity of not only enticing these young individuals but also capturing them as loyal customers. Because of the purchasing power inherent in this segment, this group usually assumes a position of pacesetter with regards to patterns of consumption. Due to their strong purchase intention; marketers strive in developing a long-term relationship with them, as their brand loyalty intensifies as they grow into adults. The current research is first of its kind which was conducted on Pakistani teenage consumers and it is focused towards holistically investigating the variation caused by Vanity Trait, Parental Role Model Influence, Internet Influence, Celebrity Endorsed Advertising and Peer Pressure on the Teenagers’ Purchase Intention for smart phone. This current research goes a step ahead of the previous studies and unravels the mediating role of materialism, to see which antecedent construct causes variation in the Teenagers’ Purchase Intention for smart phone with the mediating role of Materialism