Citation

Nihaal, D. Thasnim (2023) Influence of social media on consumer buying behaviour. Masters thesis, Multimedia University.

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Abstract

Online shopping is the new trending concept that has been adapted by various industries and business all around the world considering its advantages which helps to reduce cost and process time. Advancement of technology has improved social networking which has been developed with the help of social mediums such as WhatsApp, Instagram, Facebook, Twitter, LinkedIn, etc. Online shopping is rapidly expanding and has grown so popular and effective that it is now more advantageous than offline physical stores. The study aims to examine the factors of social media influencing the consumer buying behaviour. Six factors were constructed to measure and analyse consumer buying behaviour such as Social Media Marketing, Social Interaction, Privacy, Customer Engagement, Credible Online Content, and Gender. A total set of 260 questionnaires were collected from the respondents. The raw data collected using the google forms which acts as a survey questionnaire for this research was analysed using Statistical Package of Social Science (SPSS) version 24.0. The result of this study shows that independent variables such as Social Media Marketing, Social Interactions and Privacy are positively associated with the consumer buying behaviour. This research contributes valuable information and comprehensive knowledge for the sellers who are planning to execute or expand their business through online platform, should consider these factors of the social media while constructing their business actions to get a competitive advantage and also preferable consumer base. Finally, the limitations of this research are identified and implications for the further research are recommended.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HF5415.32 .D74 2023
Uncontrolled Keywords:	Consumer behavior
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM) > MBA Programme
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	20 May 2025 09:13
Last Modified:	20 May 2025 09:13
URII:	http://shdl.mmu.edu.my/id/eprint/13778

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