Impact of social media on consumer online purchase intention

Atoo, Brenda (2015) Impact of social media on consumer online purchase intention. Masters thesis, Multimedia University.

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Official URL: http://library.mmu.edu.my/diglib/onlinedb/dig_lib....

Abstract

The rapid growth in technological advances has changed the way that communication and transactions are being carried out in a way this had affected the motivational factors, attitudes and purchase behavior of the Malaysians who are participating in online shopping. The aim of this research is to explore the impact of social media on the consumer online purchase intention. The variables used in this study include social media, brand equity, customer motivation and purchase intentions. There is a continuous need for knowledge by the users and this is fulfilled by the social media that provides both user generated content and firm generated content, this information is beneficial in a way that sellers can provide information to buyers through online advertising and buyers can provide feedback about the products to the sellers, this interaction plays a big role motivating the consumers, this also facilitates the process of creating awareness on the brands which strengthens the brand equity depending on what it is offering to the consumers this in a way will highly affect the intention to purchase products over the internet. An online survey was carried out consisting of 200 respondents in Malaysia. A theoretical framework was developed in order to show the relationships between the variables from which the hypothesis propositions were generated, the literature review explains the variables in detail and also examines the factors that facilitate online purchases of the Malaysians, a data analysis is carried out in order to examine the information collected through the online survey which are measured using different procedure in order to generate the conclusive results for the study. The research was completed with the discussions and conclusions that demonstrated both the theoretical and practical implications of the study with reference to the suggestions and recommendations for future research that can be of use to the marketing managers and the researchers in relation to online purchase intentions.

Item Type: Thesis (Masters)
Additional Information: Call No.: HF5548.32 B74 2015
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001-6182 Business > HF5546-5548.6 Office management > HF5548.32-.34 Electronic commerce
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 15 May 2015 09:05
Last Modified: 18 Jun 2015 08:55
URI: http://shdl.mmu.edu.my/id/eprint/6220

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