Page 77 - Azerbaijan State University of Economics

Maral Jamalova: Socıal Influence and Smartphone Adoptıon in Collectıvıstıc Country:
Evıdence from Azerbaıjan

Moreover, based on the literature review two essential marketing-related variables
(i.e., brand awareness and symbolic brand image were included in the study. Also,
the influence of the gender of respondents' behavior was tested.

In the original model, Social Influence was mentioned as a questionable indicator
that is affected by age (higher impact in older age) and gender (Venkatesh et al.,
2003, 2012). However, the author has a different opinion regarding social influence.
She assumes that apart from age, social influence is also affected by cultural
differences. The impact of the indicator on the decision-making process probably
will be higher in collectivistic societies as Azerbaijan (Hofstede Insights, 2021).
Therefore, this study focuses on the relationships between social influence and other
variables. Based on numbers regarding effect size of significant pathways, the
findings of the current work are in line with some of the previous surveys (Ameen &
Willis, 2018; Ameen et al., 2018); the gender of smartphone users is an essential
element (Venkatesh & Morris, 2000; Venkatesh et al., 2012) for determining
relationships between different pathways.

It is widely known that different sources of information (attitude of peers,
advertisements, personal experience) might have influence on attitude and decision
of buyers (Aaker, 1991; Keller, 1993). Considering a high level of collectivism
(78%) as well as uncertainty avoidance (65%) the author assumed that social
influence might have an impact on brand awareness. However, considering the age
of respondents, it is highly relevant that they receive information from the other (i.e.,
above mentioned) sources and those sources have a stronger effect on the decision.
Unfortunately, there is a knowledge gap regarding the relationship between social
influence and marketing-related variables. So, the results regarding the impact of
surrounding on brand awareness (H1. SI→ BA) cannot be compared with previous
studies. Nevertheless, social influence does not have any effect on smartphone brand
awareness among none of the genders (surveyed males and females) in Azerbaijan.
It might lead the author to the idea that Azeri young adults are more influenced by
advertising than by receiving information from peers.

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