Abstract
This research studies the impact of the STEPPS model that includes
Social Currency, Triggers, Emotions, Practical Value, Public and Stories
on youth’s online buying behavior. This research tests the author’s claim,
if these six dimensions are capable of making a brand viral in a
competitive market, create brand recall, and make the use of a brand
contagious, i.e. influence the buying behavior of consumers. The data for
this quantitative study was collected using questionnaire from a sample of
450 male and female youth of ages 15-29, and analyzed through
structural equation modeling in AMOS. The major insights gained by this
research suggest that social currency and brand stories are the most
influential dimensions of the STEPPS model that create terrific brand
recall and impact youth’s online buying behavior in Karachi.
Furthermore, this research is beneficial to traditional and digital
marketers, brand managers, and entrepreneurs who have online stores.
They can make their existing or new brands successful by implementing
STEPPS and bring their brands at the top of consumers’ mind in order to
gain competitive advantage.
