Strategy and Development Review Volume: 12 / N°: 01 (January 2022),p 289 - 306

The Impact of Digital Advertising and Social Media Intensity on

Materialism: The Case of Algerian Young Consumers
‫ﺃﺛﺮ ﺍﻹﻋـﻼﻥ ﺍﻟﺮﻗﻤـﻲ ﻭﻛﺜـﺎﻓﺔ ﺍﺳﺘﺨﺪﺍﻡ ﻭﺳـﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﰲ ﺍﻟـﻨـﺰﻋﺔ‬
‫ ﺣﺎﻟﺔ ﺍﳌﺴﺘـﻬﻠﻜﲔ ﺍﻟﺸﺒـﺎﺏ ﺑﺎﳉـﺰﺍﺋﺮ‬:‫ﺍﳌـﺎﺩﻳـﺔ‬

Tarek Belhadj1

University Center of Mila (Algeria), [email protected]

Received: 01/09/2021 Accepted: 25/11/2021 Published:01/01/2022

Abstract:
The enormous presence of today consumers on social media gave the
opportunity for marketers to promote material consumption culture through
this digital space. Previous studies have suggested that materialism is
associated with media exposure.
The present study examines the relations between digital advertising
exposure in social networking sites, social media intensity and materialism.
The study sample included 168 Algerian university students, who were
completed a self-administered questionnaire. The data were subjected to
Structural Equation Modelling (SEM) with AMOS software, in which path
analysis was performed. Both direct and indirect effects between the
independent and dependent variables were tested. The results show that
digital advertising exposure and social media intensity have a positive
effect on materialism. This effect was partially mediated by the
consumption-oriented use of social media.
Keywords: Digital advertising; social media intensity; consumption-
oriented use; materialism.
JEL Classification Codes: M30, M31, M37, M39
:‫ﻣﻠﺨﺺ‬
،‫ﺇﻥ ﺗﺸﺎﺑﻚ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﺍﻟﺮﻗﻤﻴﺔ ﺑﺸﻜﻞ ﻛﺒﲑ ﻭﻣﺘﻨﺎﻡ ﰲ ﺣﻴﺎﺓ ﺍﳌﺴﺘﻬﻠﻚ ﺍﳌﻌﺎﺻﺮ‬
‫ﺷﻜﻞ ﻓﺮﺻﺔ ﻟﻠﺸﺮﻛﺎﺕ ﻛﻲ ﺗﺴﺘﺨﺪﻣﻬﺎ ﻛﻤﻨﺼﺔ ﻹﻃﻼﻕ ﺟﻬﻮﺩ ﺍﻹﻋﻼﻥ ﻭﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﱵ ﺗﺴﻌﻰ ﺇﱃ ﺗﻌﺰﻳﺰ‬
‫ ﰲ ﻫﺬﺍ ﺍﻻﻃﺎﺭ ﺫﻫﺒﺖ ﺍﻟﻜﺜﲑ ﻣﻦ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﺴﺎﺑﻘﺔ ﺇﱃ ﺃﻥ ﻧﺰﻋﺔ ﺍﻻﺳﺘﻬﻼﻙ ﺍﳌﺎﺩﻱ‬،‫ﺍﻟﺴﻠﻮﻙ ﺍﻻﺳﺘﻬﻼﻛﻲ‬

1
Corresponding author: Tarek Belhadj, e-mail: [email protected].
289
 T. Belhadj

‫ ﻏﲑ ﺃﻥ ﻫﻨﺎﻙ ﺍﻟﻘﻠﻴﻞ ﻣﻦ ﺍﻟﺒﺤﺚ ﰲ ﻋﻼﻗﺘﻬﺎ ﺑﺎﻷﺷﻜﺎﻝ ﺍﳉﺪﻳﺪﺓ‬،‫ﺗﺮﺗﺒﻂ ﺑﺎﻟﺘﻌﺮﺽ ﻟﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ‬
.‫ﻟﻮﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﺍﻟﺮﻗﻤﻴﺔ‬
،‫ﺪﻑ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﺇﱃ ﻓﺤﺺ ﺃﺛﺮ ﺍﻟﺘﻌﺮﺽ ﻟﻺﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﰲ ﻣﻮﺍﻗﻊ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ‬
،‫ﺎ‬‫ﺎ ﺟﺰﺍﺋﺮﻳ‬‫ﺎ ﺟﺎﻣﻌﻴ‬‫ ﻃﺎﻟﺒ‬168 ‫ ﺗﻀﻤﻨﺖ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ‬،‫ ﻋﻠﻰ ﺍﻟﱰﻋﺔ ﺍﳌﺎﺩﻳﺔ‬،‫ﻭﻛﺜﺎﻓﺔ ﺍﺳﺘﺨﺪﺍﻡ ﺗﻠﻚ ﺍﳌﻮﺍﻗﻊ‬
‫ ﺧﻀﻌﺖ ﺍﻟﺒﻴﺎﻧﺎﺕ ﻟﻠﻨﻤﺬﺟﺔ ﺑﺎﳌﻌﺎﺩﻻﺕ‬،‫ﻭﰎ ﲨﻊ ﺍﻟﺒﻴﺎﻧﺎﺕ ﻣﻦ ﺧﻼﻝ ﺍﺳﺘﺒﻴﺎﻥ ﻃﻮﺭ ﻷﻫﺪﺍﻑ ﺍﻟﺪﺭﺍﺳﺔ‬
‫ ﺣﻴﺚ ﰎ ﺍﺧﺘﺒﺎﺭ ﺍﻟﺘﺄﺛﲑﺍﺕ ﺍﳌﺒﺎﺷﺮﺓ ﻭﻏﲑ ﺍﳌﺒﺎﺷﺮﺓ ﺑﲔ ﺍﳌﺘﻐﲑﺍﺕ‬.‫ ﻭﺇﱃ ﺃﺳﻠﻮﺏ ﲢﻠﻴﻞ ﺍﳌﺴﺎﺭ‬،‫ﺍﻟﺒﻨﺎﺋﻴﺔ‬
‫ ﻭﻗﺪ ﺃﺷﺎﺭﺕ ﺍﻟﻨﺘﺎﺋﺞ ﺇﱃ ﻭﺟﻮﺩ ﺗﺄﺛﲑ ﺇﳚﺎﰊ ﻟﻠﺘﻌﺮﺽ ﻟﻺﻋﻼﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﻭﻛﺜﺎﻓﺔ ﺍﺳﺘﺨﺪﺍﻡ‬،‫ﺍﳌﺴﺘﻘﻠﺔ ﻭﺍﻟﺘﺎﺑﻌﺔ‬
‫ﻣﻮﺍﻗﻊ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﰲ ﺍﻟﱰﻋﺔ ﺍﳌﺎﺩﻳﺔ ﻟﺪﻯ ﺍﻟﻌﻴﻨﺔ ﺍﳌﺪﺭﻭﺳﺔ ﻛﻤﺎ ﺛﺒﺖ ﺃﻥ ﺍﻻﺳﺘﺨﺪﺍﻡ ﺍﳌﻮﺟﻪ‬
.‫ﺑﺎﻻﺳﺘﻬﻼﻙ ﻟﺘﻠﻚ ﺍﳌﻮﻗﻊ ﻳﻠﻌﺐ ﺩﻭﺭ ﻭﺳﻴﻂ ﺟﺰﺋﻲ ﰲ ﺍﻟﻌﻼﻗﺔ ﺍﻟﺘﺄﺛﲑﻳﺔ ﺑﲔ ﺍﳌﺘﻐﲑﺍﺕ ﺍﻟﺴﺎﺑﻘﺔ‬
‫ ﺍﻻﺳﺘﺨﺪﺍﻡ ﺍﳌﻮﺟﻪ‬،‫ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ‬،‫ ﻛﺜﺎﻓﺔ ﺍﻻﺳﺘﺨﺪﺍﻡ‬،‫ ﺍﻹﻋﻼﻥ ﺍﻟﺮﻗﻤﻲ‬:‫ﻛﻠﻤﺎﺕ ﻣﻔﺘﺎﺣﻴﺔ‬
.‫ ﺍﻟﱰﻋﺔ ﺍﳌﺎﺩﻳﺔ‬،‫ﺑﺎﻻﺳﺘﻬﻼﻙ‬
M30, M31, M37, M39 : JEL ‫ﺗﺼﻨﻴﻔﺎﺕ‬

1. INTRODUCTION
We are now in the "digital age"; this age can be traced back to the
seventies of the twentieth century when personal computers gave the ability
to transfer data freely and quickly. Some recent statistics show that nearly
80% of young people own a smartphone that allows them to access the
Internet (Hunt, 2017). The presence of digital communications has become
an integral part of users' daily life. With the rapid spread of social
networking sites such as Facebook, Twitter, Instagram and YouTube, the
average time spent by young people on social media is growing
exponentially (Ho, Shin, & Lwin, 2019). The enormous presence of these
users on social media gave the opportunity for marketers to promote their
products and services through this digital space (Dunlop, Freeman, & Jones,
2016). In fact, the primary purpose of marketing is to maximize sales and
increase customer retention and keep them under consumption motives
pressures. Other effects, such as fostering a consumerist society and
promoting materialistic values are not priority when formulating marketing
strategies in the digital space. Many scholars have called for a more modest
life away from materialism. Yet, these calls are contradicted today by media
and advertising messages which continue to besiege consumers with
various messages that tell them: " if they want to be happy, they should
buy the latest and greatest car, clothes, or gadgets." (Fellows, 2012, p. 1).
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The Impact of Digital Advertising & Social Media Intensity on Materialism:
The Case of Algerian Young Consumers

Based on the definition of materialism as a value that reflects "the

importance a person places on possessions and their acquisition as a
necessary or desirable form of conduct to reach desired end states,
including happiness" (Richins & Dawson, 1992, p. 307), there has been a
large amount of studies that have shown that consumers’ exposure to
marketing messages in traditional media is related to their level of
materialism. However, there is a lack in studying this relationship in the
new setting of digital media. The importance of this setting can be seen
from the fact that young consumers today tend to spend more time on
digital networks and rely increasingly on social media to access fashion
news and follow up consumption trends. In the case of emerging countries,
it is estimated that about 75% of Facebook users from the Arab countries
are between the ages of 19 and 29 and they share the same cultural values
and have similar behaviours toward digital media usage. The "Internet
generation" in the Arab region tends to spend a large amount of its time and
income on social media and digital technologies. So, it presents marketers
with important growth opportunities to use social media to target young
consumers (Kamal, Chu, & Pedram, 2013).
As Kalliny and Gentry (2007) noted that the influx of modern western
media has changed the Arab culture. Moreover, the results of many studies
indicate that materialism has become a growing issue of concern with
regard to consumers in emerging markets (Chan, 2013; Ger & Russell ,
1999). Some studies have demonstrated the effect of traditional media on
the growth of materialism in Arab societies, such as the Algerian society
(Belhadj, 2017). Likewise, this study suggests that, like advertising in
traditional media, marketing messages in digital social media can shape the
beliefs and values of young people with regard to consumption and material
possession, meaning that exposure and frequent interaction with content
and messages related to digital marketing and consumption through social
networking sites may increase the material values of Algerian youth.
More specifically, the purpose of the present study is to investigate the
possible effects of digital advertising exposure in social networking sites
(SNSs), social media intensity and consumption-oriented use of SNSs on
materialism
2. Literature review and hypotheses development:
2.1. Social media usage intensity:
According to an online analysis conducted by Insight Express (2004),
the Internet is the most preferred medium among 40% of respondents, while
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the next preferred medium was 39%, 8%, 4% and 2% respectively for
television, newspapers, radio and magazines (Sabir, Naeem , & Amin ,
2016). In fact, the existence of cheap smartphones made it easier for young
people to engage in social media sites such as facebook, whatsapp, youtube,
twitter, etc. These sites allow users to create public profiles, maintain social
relationships, and communicate with other users who share the same
interests. Users can communicate with each other using a variety of tools,
such as chatting, sending private messages, leaving public comments on
posts, linking to content from other sources, and sharing photos and videos
(Ho, Shin, & Lwin, 2019).
Within this scenario, digital social networks is being more and more
used by consumers to express their opinions on products and services and
engage in consumption-oriented social networks use. Online social
networking sites provide a platform for consumers to participate in variety
of consumption oriented activities, from consuming marketing content,
sharing knowledge and experiences about products and services, expressing
views and opinions toward brands, participating in different discussions to
contributing to other consumers’ activities. Consumers, particularly young
adults who are the heaviest users of social media, may search, produce, and
respond to multiple types of information, including brand- and
consumption-related messages (Kamal, Chu, & Pedram, 2013). This
enables us to formulate our first hypothesis.
H1: Intensity of social media use has a direct positive effect on
consumption-oriented use of social networking sites (SNSs).
Since social media space enables people to express their identities
(social status, things they like or dislike, their beliefs and interests...). Social
media users present themselves to others and determine the way they would
like to be perceived to get more appreciation among their friends,
colleagues and family (Sabir, Naeem , & Amin , 2016).
As we have mentioned above, many studies and research have proved
that traditional mass media shape the beliefs, values, and behaviours of
young people. For example, studies of advertising effects have shown that
mass media promotes and develops material values for youth (Shrum,
Burroughs, & Rindfleisch, 2005; Opree, Buijzen, Van, & Valkenburg, 2014;
Buijzen & Valkenburg, 2003). Likewise, intensive use of social media and
reliance on its reference groups by leaving comments on and sharing their
opinions in form of electronic word of mouth can lead to irrational choices
and excessive consumption of luxury expensive products (Sabir, Naeem , &
Amin , 2016). In previous studies, materialism was found to be a mediator
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The Case of Algerian Young Consumers

in the positive relationship between intensity of social media use and

conspicuous consumption (Thoumrungroje, 2014).This allows us to
formulate our second hypothesis.
H2: Intensity of social media use has a direct positive effect on
materialism.
2.2. Consumption-oriented use of SNSs:
Previous studies have demonstrated different uses of social media,
including entertainment, political participation (Shirky, 2011; Tufekci &
Wilson, 2012), engagement in civil society efforts (Kim, Hsu, & de Zuniga,
2013), commercial and academic services (Aldahdouh, Nokelainen, &
Korhonen, 2020) and volunteer activities (Mano, 2014). In addition, it is
possible that the content appearing on social media is saturated with
elements of consumer culture (Ho, Shin, & Lwin, 2019). Therefore, social
media can be used in meeting individuals’ needs to communicate with peers
about their consumption experiences and allow them to respond and interact
with multiple types of information, including messages related to branding
and consumption. Consumption-oriented use of SNSs refers to "individuals’
use of SNSs to access marketing messages and communicate with peers
with respect to goods, spending, and consumption activities" (Ho & Ito,
2019, p. 1365). These activities include posting photos of material
possessions and commenting on peers' photos of consumption activities and
sharing marketing messages with their peers.
Lehdonvirta (2010) notes that online spaces have increasingly
become a place where trends about material possessions and consumption
styles are shared between users, which lead to the dominance of what has
been termed virtual consumption. Hence, the frequent exposure of
consumption-related content on social networks leads users to overestimate
the level of spending and consumption of their peers. In a particular
position, young users in social media tend to actively create and share
content, which may increase attention to the consumption symbols
embedded in peers’ photos and messages. This is consistent with results of
previous studies showing that after seeing posted photos of others on social
media, young users tend to held a belief that they are more attractive and
competent than themselves (Ho, Shin, & Lwin, 2019).
Thus, frequent exposure to content related to consumption can shape
users' attitudes towards property and material wealth, especially among
young people, who tend to be vulnerable to media influences especially
when it allows personal communication with relatives and peers (Chia,
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 T. Belhadj

2010). Since social media users maintain a large and varied virtual network
of relationships, their beliefs and attitudes can be easily changed by
displaying and sharing content of common interest. This means that young
people's attitudes towards spending, material possessions and consumption
gradually conform to those of their peers (Ho, Shin, & Lwin, 2019). This
can be easily seen in developed societies where young consumers have
adopted a lifestyle more oriented towards materialism (Kilbourne , et al.,
2009). However, recent studies argued that more people in developing
countries are moving towards this Western materialistic culture (Ger &
Russell , 1999; Cho, Jin, & Watchravesringkan, 2016; Podoshen, Li, &
Zhang, 2011). Then, our third hypothesis is the following:
H3: Consumption-oriented use of SNSs has a direct positive effect on
materialism.
2.3. Digital advertising & its effects:
Social media networks not only serve as communication platforms for
users to share content but also as channels for companies to promote
products and brands (Beukeboom, Kerkhof, & de Vries, 2015). So, users of
these networks are exposed to countless marketing messages and may
search for marketing information intentionally by contacting companies'
sites (Ho, Shin, & Lwin, 2019). Digital media websites allow marketers to
provide users with content that combines vision, sound and action, just like
television, but also includes consumer interaction and feedback (Kamal,
Chu, & Pedram, 2013). The exposure to, learn about, sharing of, and
interact with advertising content has made social media a dominant digital
communication channel that provides an ideal environment and context for
digital advertising. Therefore, marketers are increasingly shifting their
digital marketing strategies to reach networked consumers (Hudson, Huang,
Roth, & Madden, 2016). Those consumers are heavily targeted by
advertising messages through social networks that suggest to them that their
happiness, pleasure, excitement and endless wish list can only be achieved
through accumulating material possessions (Sabir, Naeem , & Amin , 2016).
Therefore, we suggest that digital advertising in social media can shape
consumer’ values regarding consumption and acquisition. That is, frequent
exposure to advertising content and messages about products and services
may increase young consumer’s materialism.
It is important to note that most studies on media and social values
were based on cultivation theory (Gerbner, Gross, Morgan, Signorielli, &
Shanahan, 2002). This theory is based on the premise that media presents a
fake world and is completely different from the real world, and that this
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The Case of Algerian Young Consumers

distortion affects viewers' beliefs (Shrum, Burroughs, & Rindfleisch, 2005).

The cultivation theory suggests that heavy viewers may cultivate unrealistic
beliefs about material and consumption issues. They may overestimate the
material well-being of their peers, neighbours, families and even the
average person in society. This overestimation of wealth level may occur as
a reflection of exposure to advertising messages that focuses on status and
prestige goods (Sirgy, et al., 1998). By the end, heavy viewers will differ in
their perception of social reality from light viewers. Since heavy-watchers
use television as a dominant source for shaping their beliefs, they would
have world view that is more consistent with the world of advertisements
and media (television) (Shrum & Bischak, 2001). Many studies support the
hypothesis of cultivation theory. For example, Shrum, Burroughs, &
Rindfleisch (2005) found that the amount of viewing to be positively related
to perceptions of the prevalence of high-status products and services. Thus,
heavy viewing appears to cultivate perceptions of an affluent society and
promote material values. Opree, Buijzen, Van, & Valkenburg (2014) found
that advertising exposure to be positively related to level of materialism.
Sirgy, et al., (2012) indicate that when these advertisements focus on luxury
goods and entertainment services, the result is the development of the belief
that most people live a luxurious lifestyle, and that the way to success in life
is through the accumulation of material goods and personal wealth.
Although these studies have gained an advanced understanding of the
effects of cultivation effect, very few of them tried to examine the effects of
new forms of digital social media. To understand the effects of digital
media, it is necessary to know the differences between the use of traditional
media (such as watching TV) and the use of social media. Compared to
television viewers, social media users are more effective, as they can not
only create and disseminate content to their peers and other users, but also
respond to content and interact directly with the providers of this content.
Thus, the new media allow bilateral communication about content between
senders and recipients (Ho, Shin, & Lwin, 2019).
Moreover, since young people are becoming ever more dependent on
social media to search for news, politics issues, commercial and academic
services, entertainment, market information, advertising messages, and
social support, these networked media have a huge impact on young users'
beliefs and values. So, repeated exposure to advertisements for long and
regular periods cultivates the belief that reality is very similar to the reality
portrayed on social media. Based on the discussions above, we propose the
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following hypotheses:
H4: digital advertising exposure in social media has a direct positive
effect on consumption-oriented social networks use.
H5: digital advertising exposure in social media has a direct positive
effect on materialism.
H6: digital advertising exposure and social media intensity have an
indirect effect on materialism mediated by consumption-oriented use of
social networking sites.
3. Methodology
3.1. Research Design and Proposed Model:
Based on the literature review and hypotheses development presented
in the second part of this article, we develop a proposed model that reveals
the direct and mediated relationships between the study variables. We
hypothesise that digital advertising and social media intensity are
independent variables and are expected to have a positive effect on both
consumption-oriented use in SNSs and materialism as dependent variables,
at the same time consumption-oriented use having positive effect on
materialism, is expected to mediate the relationship between dependent and
independent variables.
Fig.1. Proposed Model
Consumption-
oriented use of SNSs
H4 H6 H3
Digital advertising H5
Materialism
exposure in SNS
H1
H2
Social media
intensity

Source: Developed from Literature Review

3.2. Sample and data collection:
In order to investigate the relationships between our variables, data
collection was administered through convenience sampling method to
graduate students at Abdelhafidh boussouf University center of Mila in
Algeria. A total of 179 participants completed the self-administered
questionnaire with 168 useable for the purpose of this study. The age range
of subjects being 18-34 years with an average of 22 years.
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The Impact of Digital Advertising & Social Media Intensity on Materialism:
The Case of Algerian Young Consumers

There are two main reasons for our focus on young consumers. First,
social interaction occupies a central position in the lives of these
consumers. Young graduates tend to use interactional social
media platforms more intensively (Gray, 2018). Second, young SNSs users
are more likely to pay frequent attention to the consumption-related content
in these sites (Ho, Shin, & Lwin, 2019). Therefore, it is important to
investigate how Algerian young people interact with this consumption-
related digital content on SNSs and what are the effects of such content.
3.3. Survey instruments:
As indicated previously, the key variables measured in this study were
digital advertising, social media intensity, consumption-oriented use of
SNSs and materialism. These variables were measured by means of a self-
administered questionnaire, and we have adapted existing scales from the
literature.
 Digital advertising exposure in SNSs:
This study suggests that this variable reflects non personal
communication and interaction with marketers such as viewing and
responding to advertisements and messages from different brands. Three
items measuring digital advertising exposure in SNSs were derived from a
study by Ho, Shin, & Lwin, (2019). A sample item for these items was “Pay
attention to ads and visit websites linked to those ads.” Respondents rated
the frequency of their involvement in this digital communication on a
response scale ranging from 1 = never to 5 = always.
 Social media intensity:
Several emerging measurement scale have been developed to assess
how involved or engaged people are in social media sites. Past research
suggests it is easier and more accurate for respondents to provide an
estimation of media usage in terms of the average time spent (hours or
minutes) per day, per week, or frequency of use (La Ferle, Steven , & Wei-
Na, 2000; Hou, 2017). Accordingly, social Media intensity was measured
by asking participants to provide the average daily time spent on social
media usage (“How much time did you spend on social media per day?”). It
was measured by a 5-point scale that ranged from less than 1 hour (1)
through More than 4 hours (5).
 Consumption-oriented use of SNSs:
Consumption-oriented use of SNSs reflects personal communication
with peers regarding consumption topics such as buying products and
services, shopping, and consumption. Consumption-oriented use of SNSs
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 T. Belhadj

was assessed using six items adopted from Ho, Shin, & Lwin, (2019). This
variable includes items on posting, commenting on and reading posts about
consumption issues. Each item was measured on a 5-point scale ranging
from 1 = never to 5 = always.
 Materialism:
In order to measure this construct the well-established MVS (Material
Values Scale) developed by Richins & Dawson (1992) was used. This
instrument originally consists of 18 items representing three subscales:
success, centrality, and happiness. A shortened nine-item revalidated
version suggested by Richins (2004) was used. Respondents rated nine
statements on a 5-point scale (1 = strongly disagree to 5 = strongly agree).
4. Analysis and Results:
To reach the study purpose, we have used combinations of descriptive
(the mean, standard deviation, kurtosis and skewness) and inferential
statistics with the Statistical Package for Social Sciences (SPSS) version 20.
Structural equation Modelling (SEM) technique was performed to test the
model proposed using Analysis of Moment Structures (AMOS) software
version 26. To test the study hypotheses, path analysis was then conducted
using the maximum likelihood (ML) estimation method.
4.1. Descriptive Statistics and Normality Assessment:
The descriptive analysis of digital advertising exposure in SNSs is
shown in Table 1. The mean score is slightly more than 3 indicating a
moderate level of advertising exposure. The mean score of social media
intensity is around 3. Specifically, the results showed that Algerian
respondents spent more than two hours on social media per day on average.
This result is consistent with Kamal, Chu, & Pedram (2013), who found
respondents in United Arab Emirates spent one to three hours on social
media per day on average and it is consistent with the global average
reported by Global Web Index (2020) which is 2 hours and 22.
Although current study results indicate relatively low consumption-
oriented use of SNSs (M= 2.10, SD= 0.65), which is comparable to the
study of Ho, Shin, & Lwin, (2019) (M= 2.00, SD= 0.42), however, the
descriptive analysis in (Table 1) shows that respondents exhibited
moderately high level of materialism than many previous studies. The
average score for attitude toward materialism was more than 3 (M = 3.51),
which indicates that respondents were more inclined to agree that material
possessions can lead to success, happiness and life satisfaction. Comparing
these results to previous studies in the same context indicates that
materialistic trend is increasing more and more in Algerian society. In
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The Case of Algerian Young Consumers

examining the degree of materialism among Algerian students, Belhadj &

Merdaoui (2017) and Belhadj (2017) obtained a mean score of 2,68 and
3,00 respectively.
Table 1. Descriptive Statistics
N Mean Std. Deviation

Digital advertising exposure in SNS 168 3,17 1,37

Social media intensity 168 3,01 0,99

consumption-oriented use of SNS 168 2,10 0,65

materialism 168 3,51 0,70

4.2. Assessment of Normality and Reliability test:

To assess the distribution of scores, skewness and kurtosis were
performed.The values for skewness and kurtosis between -2 and +2 are
considered acceptable in order to prove normal univariate distribution
(George & Mallery, 2010). The Table 2 shows that data were normally
distributed as the values are in the recommended range.

Table 2. Normality and Reliability tests

Skewness Kurtosis
Cronbach's
Std. Std. Alpha
Stati. Stati.
Error Error
Digital advertising exposure in SNS 0,011 0,18 -1,26 0,37 0,71
Social media intensity -0,06 0,18 -0,42 0,37 /
Consumption-oriented use of SNS 0,54 0,18 0,14 0,37 0,70
Materialism -0,18 0,18 -0,87 0,37 0,73

Reliability tests were conducted on the independent variables (digital

advertising exposure and consumption-oriented use of SNS) and the
dependent variable (materialism). The results are shown in Table 2.
4.3. Structural Equation Modelling and Path Analysis:
Structural Equation Modelling is a statistical technique which is run
on AMOS software to analyse the causal effect relationship among
variables of the study. Figure 2 represents path analysis in which digital
advertising exposure in SNSs and social media intensity were considered
independent variables, materialism was considered as dependent and
consumption-oriented use of SNSs was expected to be a mediator variable.
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The path analysis was tested using maximum likelihood estimation. This
allows for the simultaneous analysis of direct and indirect effect paths,
while also testing the overall fit of the collected data to the proposed model.
Fig. 2: path analysis

Consumption-oriented
use of SNSs
0,34 0,25

Digital advertising 0,17

Materialism
exposure in SNS
0,28
0,19
Social media
intensity
Model fit indices in the study have been calculated including
Goodness of fit index value 0.997, chi-square / degree of freedom 1.091,
normed fit index 0.986, root mean square residual 0.037 and root mean
square error of approximation 0.023. All the values are in the acceptable
range of these indices, indicating good model fit.
Table 3. Test of the overall goodness-of-fit.
Indices of Overall Fit
Recommended
Method Obtained values
values

(CMIN/df)Chi-squared; degree of freedom <3 1,091

(RMSEA) Root mean squared error of approximation <0.08 ,023

Root Mean Square Residual (RMR) < 0.10 ,037

Adjusted goodness of fit index (AGFI) >0.9 ,968

Goodness of Fit Index (GFI) >0.9 ,997

Comparative Fit Index (CFI) >0.9 ,999

Normed Fit Index (NFI) >0.9 ,986

Tucker-Lewis index (TLI) >0.9 ,992

The table 4 shows the summary of path analysis performed using

SEM. It represents estimates (β) and hypotheses significance (p-value).
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Table 4. Path Coefficients
Causal Path Estimate β S.E. C.R. p-value

Digital advertising Consumption-oriented

0,338 0,045 4,855 0,00
exposure in SNS use of SNS
Consumption-oriented
Social media intensity 0,278 0,033 3,988 0,00
use of SNS
Digital advertising
Materialism 0,174 0,052 2,342 0,01
exposure in SNS
Consumption-oriented
Materialism 0,253 0,084 3,262 0,00
use of SNSs

Social media intensity Materialism 0,194 0,037 2,655 0,00


Significant at the 0,01 level ;  significant at the 0,05 level.

Results indicates that all paths are significant at the 0,01 level except
the path from digital advertising exposure in SNSs to materialism which is
significant at the 0,05 level. Social media intensity has significant relation
with consumption-oriented use of SNSs (β =0.278, p-value< 0.01); and
social media intensity also has direct positive effect on materialism (β
=0.194, p value <0.01). Thus, H1 and H2 were accepted.
The mediator variable consumption-oriented use of SNSs proved to
have a direct positive effect on materialism (β=0.253, p-value < 0.01),
accepting H3. As expected digital advertising exposure in SNSs has direct
positive effect on materialism (β =0.17, p-value<0.05); and digital
advertising exposure in SNSs also has significant relation with
consumption-oriented use of SNSs (β =0.338, p-value <0.01). So, H4 and
H5 were accepted.
4.4. Mediating Effects and Total Effects:
As confirmed above, all causal paths of the model in Figure 2 were
statistically significant. However, further tests of mediating effects and total
effects were needed in order to explore the effects on materialism exerted
by digital advertising exposure, social media intensity and consumption-
oriented use of SNSs. Bootstrapping SEM in AMOS was used to calculate
the significance p values.
Results based on standardized estimates of indirect effects and total
effects by maximum likelihood are shown in Table 5. It is clear that all
indirect and total effects are significant at the 0.01 level. Table 5 reports five
total-effect tests and two mediating-effect tests. Consumption-oriented use
of SNSs proved to has a mediating role on both paths, the path between
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digital advertising exposure in SNSs and materialism and the path between
social media intensity and materialism. The results indicate that
consumption-oriented use of SNSs has a partial mediating role on the two
paths. Thus, these results supported our last hypothesis H6.
Table 5. Mediating Effects and Total Effects
Stand. Indirect Stand. Total
Causal Path
Effect Effect
p- p-
Estimate Estimate
value value
Digital advertising
Materialism 0,085 0,006 0,260 0,004
exposure in SNS
Social media intensity Materialism 0,070 0,006 0,264 0,004
Consumption-
Digital advertising
oriented use of - - 0,338 0,004
exposure in SNS
SNSs
Consumption-
Social media intensity oriented use of - - 0,278 0,004
SNSs
Consumption-oriented
Materialism - - 0,253 0,006
use of SNSs

Significant at the 0,01 level .

4.5. Summary of Results

The purpose of this study was to examine the effect of digital
advertising exposure in SNSs and Social media intensity on materialism
among Algerian students. Summarised results in Table 6 show that all of the
hypotheses appear to be supported. Both direct and indirect effects between
the independent and dependent variables were tested and confirmed.

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Table 6. Summary of Hypotheses test

Research hypotheses
Social media Intensity has a direct positive effect on consumption-oriented use
H1 supported
of social networking sites.
H2 Social media Intensity has a direct positive effect on materialism supported

H3 Consumption-oriented use of SNSs has a direct positive effect on materialism. supported

Digital advertising exposure in social media has a direct positive effect on

H4 supported
consumption-oriented social networks use.
Digital advertising exposure in social media has a direct positive effect on
H5 supported
materialism.

Digital ads exposure and social media intensity have indirect effects on
H6 supported
materialism mediated by consumption-oriented use of SNSs

5. CONCLUSION:
Social media, such as social networking sites (e.g. Facebook, Twitter,
and YouTube), have gradually undermined the power of traditional media.
Several studies provide evidence indicating that traditional media, through
advertising and commercial programs, play a significant role in promoting
people’s degree of materialism. However, little research has focused on the
effects of the new form of social media. Therefore, this study examines
whether the amount of social media usage and digital advertising exposure
in SNSs can be significant predictors of materialism among Algerian young
people. In Addition, this study focuses on Algerian young people's
orientations to use SNSs as a means of communication to disseminate and
share their consumption experiences with others and the possible
implications of this use on their material values.
The results show that the average time spent by Algerian users on
social media is similar to that of the other users across the globe. However,
Algerian young users tend to have a high level of materialism. In addition,
our findings indicates that social media intensity and the amount of digital
advertising exposure increase the level of young people’s materialism,
where consumption-oriented use of social media plays a partial mediating
role between the independent and dependent variables. On another note,
there are some limitations to the current study. Firstly, since the sample was
limited to graduate students and selected by convenience sampling method,
it prevents the generalisability of the findings to the whole Algerian people.
Therefore, further studies across different demographic groups are needed
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to evaluate the extent to which our findings can be generalized. Secondly,

there are other factors affecting Algerian consumers’ level of materialism
that can be addressed by expanding the proposed research model.

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