Page 80 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.78, # 1, 2021, pp. 66-85

CONCLUSION
The purpose of the study was to define the importance of social influence in a
collectivistic country. This is one of the first study analyzing social influence not
only from social surroundings but also marketing aspect. The author intended to
define whether social influence plays a different role in collectivistic and
individualistic societies. Results proved that there is no strong moderation effect of
gender in the case of young adults. However, it is remarkable that social influence
has a direct impact on symbolic brand image, hedonic motivation, and habit. Effect
size in the relationship between SI and SBI is comparatively high, which proves that
smartphone is also a status symbol for young Azeri adults. Future research will be
focused on defining a set of marketing indicators that influences handset adoption.

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