Determinants of impulsive and obsessive buying Behavior: A Moderation and Mediation analysis

This research seeks to investigate the factors that make young adults materialistic and the outcomes of their materialistic approach.  the study focuses on mediating the role of materialism between the contextual factors (celebrity endorsement and peer influence) and compulsive buying (impulsive and obsessive buying) is the focus of the study. It also looks at the moderating role of the use of social media. The data was collected from undergraduate university students residing in the Punjab province of Pakistan. The structural modelling technique was used to analyze the data. The study results show that materialistic young adults are more involved in impulsive and obsessive buying than others. The results also confirm the findings of previous\researches conducted in other cultures. It also confirms that materialism mediates the relationship between sociological factors (celebrity endorsement and peer influence) and compulsive buying behaviour (impulsive and obsessive buying behaviour). Moreover, it proves the moderating role of social media use in determining and affecting these relationships. This research provides guidelines for the researchers, policymakers, and managers.