Modelling the Predictors of Social Media Marketing on Consumer Buying Behavior in Malaysia
Keywords:
Perceived Ease of Use, Perceived Usefulness, Social Media Marketing, Consumer Buying Behavior, Digital Accessibility, Technology Acceptance Model (TAM)
Abstract
Despite the rapid increase in internet and mobile users in Malaysia, the growth of online purchases through social media platforms has not kept pace with this broader digital trend. This study investigates the key predictors that influence consumer buying behavior through social media marketing, with a specific focus on the roles of Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) of these platforms. Employing a quantitative cross-sectional research design, data were collected from 115 respondents in Malaysia who have experience making online purchases via mobile applications. The study also examines variations in consumer experiences based on demographic factors, including age, gender, education level, and geographic region. The findings indicate that both PEOU and PU are significant predictors that shape consumer buying behavior on social media platforms. This research provides valuable insights for marketers seeking to enhance the effectiveness of their social media marketing strategies. By better understanding the factors driving consumer behavior in the Malaysian market, businesses can design more targeted and personalized campaigns for specific consumer segments, ultimately improving their competitive advantage in this digital landscape.
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References
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Kim, W., & Chang, H. (2024). Applying Consumer Value Theory to Determine Consumer Behavior in Terms of Online and Offline Shopping During COVID-19 Pandemic
Kirmani, M D., Haque, M A., Sadiq, M A., & Hasan, F. (2022). Cashless preferences during the COVID-19 pandemic: investigating user intentions to continue UPI-based payment systems in India. Emerald Publishing Limited, 14(4), 758-779. https://doi.org/10.1108/jstpm-08-2021-0127
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Lim, K B., Yeo, S F., Tan, C L., & Wen, W W. (2022). Impact of Social Media On Consumer Purchase Behaviour During COVID-19 Pandemic. , 2(1), 23-36. https://doi.org/10.31098/ijebce.v2i1.734
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Malik, H A M., Muhammad, A., & Sajid, U. (2021). Analyzing Usability of Mobile Banking Applications in Pakistan. , 5(2), 25-35. https://doi.org/10.30537/sjcms.v5i2.883
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Nawi, M Z M., & Sulaiman, S. (2021). Factors Affecting Online Purchase Intention: A Case Study of Malaysian Consumers. , 6(10), 429-436. https://doi.org/10.47405/mjssh.v6i10.1089
Nawi, M Z M., & Sulaiman, S. (2021). Factors Affecting Online Purchase Intention: A Case Study of Malaysian Consumers. , 6(10), 429-436. https://doi.org/10.47405/mjssh.v6i10.1089
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Ozumba, A., & Ozumba, C. (2021). Accessibility Experience Design (AxD): A Bi-directional Accessibility Perspective for e-Business Services. IntechOpen. https://doi.org/10.5772/intechopen.97488
Pan, P., & Zhang, H. (2023). Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood Model. EDP Sciences, 154, 03024-03024. https://doi.org/10.1051/shsconf/202315403024
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Pragash, M R., Fong, M L., Ng, S M., Kok, S S., & Liew, S Y. (2021). Facebook Advertising and Online Purchasing Decisions: An Analysis of The Uses and Gratifications Theory. 3(7), 10-23. https://doi.org/10.35631/aijbes.37002
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Published
2024-10-05
How to Cite
Borhan, H., Mohamed, R. N., Rusli, M. S., Othman, A., Marmaya, N. H., Md Razak, M. I., & Ridzuan, A. R. (2024). Modelling the Predictors of Social Media Marketing on Consumer Buying Behavior in Malaysia . Information Management and Business Review, 16(3(I)S), 832-843. https://doi.org/10.22610/imbr.v16i3(I)S.4112
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Copyright (c) 2024 Halimahton Borhan, Rozita Naina Mohamed, Mohd Saifullah Rusli, Azhana Othman, Najihah Hanisah Marmaya, Mohamad Idham Md Razak, Abdul Rahim Ridzuan
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