{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,18]],"date-time":"2026-01-18T21:55:15Z","timestamp":1768773315063,"version":"3.49.0"},"reference-count":149,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2021,7,22]],"date-time":"2021-07-22T00:00:00Z","timestamp":1626912000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["INTR"],"published-print":{"date-parts":[[2022,3,15]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The purpose of this study is to examine the relationships between the dimensions of the pre-purchase information search (PS) such as direction (reliance on the information sources-RIS) and pattern (reliance on the utilitarian value-RUV), moderating role of the online shopping experience (OSE), and their influence on the behavior of the socialization agents (family communication (FC), peer communication (PC), TV advertising-TVAdv, social media communication (SMC)) for buying branded apparel.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This study used a questionnaire, and a total of 458 responses were obtained. A measurement model with the dimensions of the pre-purchase information search and socialization agents was analyzed using confirmatory factor analysis. The conceptual model with hypotheses (direct and moderated effects) was analyzed using a moderated approach using Hayes Macros.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The findings confirm the significant influence of the dimensions of the PS (RIS and RUV) on the behavior of socialization agents for buying branded apparel with the strongest influence of RIS on SMC. The moderated effects of OSE between the dimensions of PS and socialization agents are found to be significant except for the relationship between RIS and FC. The direct effects of the RIS and RUV on the socialization agents are higher for consumers having high OSE and lower for consumers having low OSE.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The findings contribute to the growing body of literature on the PS, highlighting the importance of consumer socialization for the purchase decision of consumers in emerging markets. No previous studies have applied a psychological approach to explain the variation in the external search incorporating the dimensions like direction (RIS) and pattern (RUV), which did not receive research attention so far. This study uniquely sets a new direction for the researchers by establishing a theoretical linkage between the dimensions of PS that can act as antecedents and can significantly influence the behavior of socialization agents using the consumer socialization approach based on the social learning theory. The results reveal the strongest influence of SMC and establish the moderating role of OSE for the buying decision of branded apparel. The findings are valuable for online marketers who must acknowledge that social media is the strongest platform for reaching customers and must create a formal page for displaying their latest updates about their products and services. Marketers must engage all the family members through online contests and feedback sessions for developing trust for online shopping platforms.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-08-2020-0472","type":"journal-article","created":{"date-parts":[[2021,7,21]],"date-time":"2021-07-21T09:01:09Z","timestamp":1626858069000},"page":"536-567","source":"Crossref","is-referenced-by-count":15,"title":["Exploring the relationships between socialization agents, social media communication, online shopping experience, and pre-purchase search: a moderated model"],"prefix":"10.1108","volume":"32","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6131-8456","authenticated-orcid":false,"given":"Mahasweta","family":"Saha","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2577-7487","authenticated-orcid":false,"given":"Sangeeta","family":"Sahney","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2021,7,22]]},"reference":[{"issue":"2","key":"key2022031415450374600_ref001","doi-asserted-by":"crossref","first-page":"172","DOI":"10.1108\/YC-08-2014-00471","article-title":"Consumer socialisation agency within three-generational Vietnamese families","volume":"16","year":"2015","journal-title":"Young Consumers"},{"issue":"4","key":"key2022031415450374600_ref002","doi-asserted-by":"crossref","first-page":"644","DOI":"10.1086\/209376","article-title":"Work and\/or fun: measuring hedonic and utilitarian shopping value","volume":"20","year":"1994","journal-title":"Journal of Consumer Research"},{"issue":"2","key":"key2022031415450374600_ref003","doi-asserted-by":"crossref","first-page":"191","DOI":"10.1037\/0033-295X.84.2.191","article-title":"Self-efficacy: toward a unifying theory of behavioral change","volume":"84","year":"1977","journal-title":"Psychological Review"},{"key":"key2022031415450374600_ref004","first-page":"23","volume-title":"Social Foundations of Thought and Action","year":"1986"},{"issue":"2","key":"key2022031415450374600_ref005","doi-asserted-by":"crossref","first-page":"179","DOI":"10.2753\/MTP1069-6679210204","article-title":"Investigating the potential in\ufb02uence of the Internet as a new socialization agent in context with other traditional socialization agents","volume":"21","year":"2013","journal-title":"Journal of Marketing Theory and Practice"},{"issue":"5","key":"key2022031415450374600_ref006","doi-asserted-by":"crossref","first-page":"797","DOI":"10.1016\/j.jretconser.2014.06.008","article-title":"Child socialization practices: implications for retailers in emerging markets","volume":"21","year":"2014","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"4","key":"key2022031415450374600_ref007","doi-asserted-by":"crossref","first-page":"473","DOI":"10.1086\/209186","article-title":"Measurement of consumer susceptibility to interpersonal influence","volume":"15","year":"1989","journal-title":"Journal of Consumer Research"},{"issue":"1","key":"key2022031415450374600_ref008","doi-asserted-by":"crossref","first-page":"83","DOI":"10.1086\/209095","article-title":"External search effort: an investigation across several product categories","volume":"14","year":"1987","journal-title":"Journal of Consumer Research"},{"issue":"11\/12","key":"key2022031415450374600_ref009","doi-asserted-by":"crossref","first-page":"1018","DOI":"10.1108\/IJRDM-05-2014-0055","article-title":"When children express their preferences regarding sales channels: online or offline or online and offline?","volume":"42","year":"2014","journal-title":"International Journal of Retail and Distribution Management"},{"key":"key2022031415450374600_ref010","volume-title":"It's Complicated: The Social Lives of Networked Teens","year":"2014"},{"issue":"11","key":"key2022031415450374600_ref011","doi-asserted-by":"crossref","first-page":"2037","DOI":"10.1287\/mnsc.1120.1535","article-title":"Optimal search for product information","volume":"58","year":"2012","journal-title":"Management Science"},{"key":"key2022031415450374600_ref012","unstructured":"Brim, O.G. 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