The Effect of Social Media Marketing on the Attitudes and Behaviors of Digital Immigrant and Digital Hybrid Consumers During the Pandemic

The COVID-19 pandemic prompted a profound digital shift in consumer behavior and business practices. This study investigates the impact of social media marketing (SMM) on the attitudes and behaviors of digital immigrants and digital hybrid consumers during the pandemic. Framed by the Multicomponent Attitude Model and Diffusion of Innovation Theory, the research draws on survey data from Turkey and Nigeria’s consumer behaviours in response to the pandemic. The findings demonstrate that SMM significantly influences emotional engagement, purchase intention, and behavioral outcomes. Digital hybrids, characterized by a blend of digital fluency and cautious adoption, emerged as particularly responsive to online marketing stimuli. The study contributes to academic discourse by offering a comparative lens on pandemic-era consumer engagement while demonstrating how generational cohorts, digital competencies, and crisis contexts moderate the relationship between SMM and consumer attitudes.