Citation

Chan, Tak Jie and Chan, E Jane and Liew, Tze Wei and Lacap, Jean Paolo G. and Darit, Joycelyn and Huam, Hon Tat (2026) Mediating Role of Bandwagon Effect on the Influence of Social Media Marketing Activities and Purchase Intentions of Blind Box Products: An Emerging Market Perspective. Malaysian Journal of Consumer and Family Economics, 36. pp. 207-239. ISSN 29484189

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Abstract

This research aims to investigate the influence of social media marketing activities (SMMAs) (e.g., advertisement, customization, entertainment, interaction, and word-of-mouth) on consumer purchase intention of blind box products mediated by the bandwagon effect. The study utilized the StimulusOrganism-Response (S-O-R) model and Optimal Distinctiveness Theory as the theoretical framework, and a quantitative method was applied to gather data from 253 social media users who are familiar with social media content and blind box products through purposive sampling. Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis was performed, and it showed that advertisement and entertainment significantly influence purchase intention, while customization, interaction, and word-of-mouth do not. Additionally, the mediating effect of bandwagon was established between customization, entertainment, and word-of-mouth, while bandwagon does not mediate the paths of advertisement and interaction on purchase intention. The study contributed to the marketing psychology discourse and offered practical insights for marketers to design digital marketing strategies to target niche consumers

Item Type:	Article
Uncontrolled Keywords:	Social media, marketing activities
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB) Faculty of Applied Communication (FAC)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	04 Sep 2026 06:23
Last Modified:	04 Sep 2026 06:23
URII:	http://shdl.mmu.edu.my/id/eprint/16721

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