Social Media Marketing Impact on Consumers’ Online Purchase Intention


Yuen, Yee Yen and Fong, Yi Ran and Tan, Khong Sin (2022) Social Media Marketing Impact on Consumers’ Online Purchase Intention. Journal of Logistics, Informatics and Service Science, 9 (3). pp. 45-52. ISSN 2409-2665

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The objective of this study is to examine how social media marketing will affect the intention of consumers to purchase via online shopping. Primary data was collected through the survey which is questionnaires which distributed to the 250 respondents that selected from central region in Malaysia. Purposive sampling was used to ensure that the respondents have experience in using social media before online purchase. Perceived usefulness, word of mouth, price consciousness and informativeness of social media marketing are found to have significant positive influence on consumer’s online purchase intention in Malaysia. Most of the current social media marketing and online purchase studies are conducted in developed countries such as Japan and Korea, which Malaysia have little studies regarding to the impact of social media marketing towards consumers’ purchase intention in online shopping. With the fast emergence of the usage of social media in Malaysia, it is important for marketers to understand and look into social media marketing in Malaysia.

Item Type: Article
Uncontrolled Keywords: Social media marketing, online purchase intention, perceived usefulness
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5601-5689 Accounting. Bookkeeping
Divisions: Faculty of Business (FOB)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 01 Nov 2022 04:21
Last Modified: 01 Nov 2022 04:21


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