The influence of mobile environmental cues on purchasing intention and positive user-generated content spread in instagram context / Azlin Zanariah Bahtar

Generation-Y (GenY) makes up the largest population of Malaysia. This generation is different as compared to generations before them as they are born with innovated technology, grow up with the internet and active on social media; either for networking purpose or to facilitate them in purchasing. G...

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Main Author:	Bahtar, Azlin Zanariah
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Telemarketing Internet marketing Management
Online Access:	https://ir.uitm.edu.my/id/eprint/35016/1/35016.pdf
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id	my-uitm-ir.35016
record_format	uketd_dc
spelling	my-uitm-ir.350162022-04-12T01:02:17Z The influence of mobile environmental cues on purchasing intention and positive user-generated content spread in instagram context / Azlin Zanariah Bahtar 2019-11 Bahtar, Azlin Zanariah Telemarketing. Internet marketing Management Marketing research. Marketing research companies. Sales forecasting Generation-Y (GenY) makes up the largest population of Malaysia. This generation is different as compared to generations before them as they are born with innovated technology, grow up with the internet and active on social media; either for networking purpose or to facilitate them in purchasing. GenY prefers to refer contents uploaded by other social media users when deciding to purchase. It is believing, the contents uploaded are truthful and unbiased. Sellers are aware that contents uploaded are uncontrollable, and not always in favour of them. Therefore, many sellers have opted to conduct their social media marketing strategies as efforts to create better customer engagements with hopes to attract purchases and to only spread positive words about their brands and product. Stimulus-Organism-Responses (SOR) Model by Eroglu et al. (2001) is adopted in this study along with other relevant and related models to examine the impact of mobile environmental cues (page image layout, information, privacy, and shaped discussion) on customers' cognitive (perceived usefulness and perceived ease of use), and affective (arousal and pleasure) states that in turn, influence their purchase intention and positive user-generated content (UGC) spread. Purposive sampling technique is employed, and respondents (N = 207) were among Instagram users who have experiences in conducting purchases via Instagram within 12 months. Data were analysed using Partial Least Square (PLS-SEM) technique. The results obtained revealed that mobile environmental cues influence one's responses after going through organism (cognitive and affective). Although information is assumed to be very important for digital marketing and selling, yet findings showed information did not have positive or significant relationships with organism variables. Shaped discussion was found to be more impactful on organism variables which influences Instagram users to conduct purchasing via mobile and to spread good contents. Meanwhile, arousal was found to be the most influential organism variable on purchase intention. Findings of this study highlighted that engagements and relationships between online buyers and sellers are important in order to make sellers to be more competitive and sustain in conducting their businesses. 2019-11 Thesis https://ir.uitm.edu.my/id/eprint/35016/ https://ir.uitm.edu.my/id/eprint/35016/1/35016.pdf text en public phd doctoral Universiti Teknologi MARA Faculty of Business and Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Telemarketing Internet marketing Management Telemarketing Internet marketing
spellingShingle	Telemarketing Internet marketing Management Telemarketing Internet marketing Bahtar, Azlin Zanariah The influence of mobile environmental cues on purchasing intention and positive user-generated content spread in instagram context / Azlin Zanariah Bahtar
description	Generation-Y (GenY) makes up the largest population of Malaysia. This generation is different as compared to generations before them as they are born with innovated technology, grow up with the internet and active on social media; either for networking purpose or to facilitate them in purchasing. GenY prefers to refer contents uploaded by other social media users when deciding to purchase. It is believing, the contents uploaded are truthful and unbiased. Sellers are aware that contents uploaded are uncontrollable, and not always in favour of them. Therefore, many sellers have opted to conduct their social media marketing strategies as efforts to create better customer engagements with hopes to attract purchases and to only spread positive words about their brands and product. Stimulus-Organism-Responses (SOR) Model by Eroglu et al. (2001) is adopted in this study along with other relevant and related models to examine the impact of mobile environmental cues (page image layout, information, privacy, and shaped discussion) on customers' cognitive (perceived usefulness and perceived ease of use), and affective (arousal and pleasure) states that in turn, influence their purchase intention and positive user-generated content (UGC) spread. Purposive sampling technique is employed, and respondents (N = 207) were among Instagram users who have experiences in conducting purchases via Instagram within 12 months. Data were analysed using Partial Least Square (PLS-SEM) technique. The results obtained revealed that mobile environmental cues influence one's responses after going through organism (cognitive and affective). Although information is assumed to be very important for digital marketing and selling, yet findings showed information did not have positive or significant relationships with organism variables. Shaped discussion was found to be more impactful on organism variables which influences Instagram users to conduct purchasing via mobile and to spread good contents. Meanwhile, arousal was found to be the most influential organism variable on purchase intention. Findings of this study highlighted that engagements and relationships between online buyers and sellers are important in order to make sellers to be more competitive and sustain in conducting their businesses.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Bahtar, Azlin Zanariah
author_facet	Bahtar, Azlin Zanariah
author_sort	Bahtar, Azlin Zanariah
title	The influence of mobile environmental cues on purchasing intention and positive user-generated content spread in instagram context / Azlin Zanariah Bahtar
title_short	The influence of mobile environmental cues on purchasing intention and positive user-generated content spread in instagram context / Azlin Zanariah Bahtar
title_full	The influence of mobile environmental cues on purchasing intention and positive user-generated content spread in instagram context / Azlin Zanariah Bahtar
title_fullStr	The influence of mobile environmental cues on purchasing intention and positive user-generated content spread in instagram context / Azlin Zanariah Bahtar
title_full_unstemmed	The influence of mobile environmental cues on purchasing intention and positive user-generated content spread in instagram context / Azlin Zanariah Bahtar
title_sort	influence of mobile environmental cues on purchasing intention and positive user-generated content spread in instagram context / azlin zanariah bahtar
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Business and Management
publishDate	2019
url	https://ir.uitm.edu.my/id/eprint/35016/1/35016.pdf
_version_	1783734286982053888

The influence of mobile environmental cues on purchasing intention and positive user-generated content spread in instagram context / Azlin Zanariah Bahtar

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