The influence of social media marketing on customer buying behavior in Kota Kinabalu

Nowadays, any marketer or business owner should understand the importance of online marketing. Doing a business on the website signifies leveraging social media to generate a lot of buzz in relation to a brand. Social media platforms offer huge possibilities for maintaining relationships with custom...

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Main Author:	Wang Jian
Format:	Thesis
Language:	English English
Published:	2016
Subjects:	HM711-806 Groups and organizations
Online Access:	https://eprints.ums.edu.my/id/eprint/37594/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/37594/2/FULLTEXT.pdf
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id	my-ums-ep.37594
record_format	uketd_dc
spelling	my-ums-ep.375942023-11-22T03:42:54Z The influence of social media marketing on customer buying behavior in Kota Kinabalu 2016 Wang Jian HM711-806 Groups and organizations Nowadays, any marketer or business owner should understand the importance of online marketing. Doing a business on the website signifies leveraging social media to generate a lot of buzz in relation to a brand. Social media platforms offer huge possibilities for maintaining relationships with customers in an internet environment. This study aims to analyses the factors that could conceivable influence customer buying behavior in Malaysia. The constructs used to measure the customer buying behavior in this study are information, design, website speed, and price. This study adopts quantitative approach by distributing the questionnaire to the respondent. Online questionnaire to collect data was also conducted in this study. The results in this study suggested that, from four hypotheses, only one was supported which is information plays a significant role on customer buying behavior. The other three were not supported. Some of the not supported hypotheses in this study were supported in previous studies. The contributions of this study were divided into two sections- theoretical implication and contribution in managerial field. This study hopes to continue to marketers in terms of significant factors for social media business. The self-administered questionnaires will be distributed among 200 respondents in Sabah. 2016 Thesis https://eprints.ums.edu.my/id/eprint/37594/ https://eprints.ums.edu.my/id/eprint/37594/1/24%20PAGES.pdf text en public https://eprints.ums.edu.my/id/eprint/37594/2/FULLTEXT.pdf text en validuser masters Unversiti Malaysia Sabah Fakulti Perniagaan, Ekonomi dan Perakaunan
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English English
topic	HM711-806 Groups and organizations
spellingShingle	HM711-806 Groups and organizations Wang Jian The influence of social media marketing on customer buying behavior in Kota Kinabalu
description	Nowadays, any marketer or business owner should understand the importance of online marketing. Doing a business on the website signifies leveraging social media to generate a lot of buzz in relation to a brand. Social media platforms offer huge possibilities for maintaining relationships with customers in an internet environment. This study aims to analyses the factors that could conceivable influence customer buying behavior in Malaysia. The constructs used to measure the customer buying behavior in this study are information, design, website speed, and price. This study adopts quantitative approach by distributing the questionnaire to the respondent. Online questionnaire to collect data was also conducted in this study. The results in this study suggested that, from four hypotheses, only one was supported which is information plays a significant role on customer buying behavior. The other three were not supported. Some of the not supported hypotheses in this study were supported in previous studies. The contributions of this study were divided into two sections- theoretical implication and contribution in managerial field. This study hopes to continue to marketers in terms of significant factors for social media business. The self-administered questionnaires will be distributed among 200 respondents in Sabah.
format	Thesis
qualification_level	Master's degree
author	Wang Jian
author_facet	Wang Jian
author_sort	Wang Jian
title	The influence of social media marketing on customer buying behavior in Kota Kinabalu
title_short	The influence of social media marketing on customer buying behavior in Kota Kinabalu
title_full	The influence of social media marketing on customer buying behavior in Kota Kinabalu
title_fullStr	The influence of social media marketing on customer buying behavior in Kota Kinabalu
title_full_unstemmed	The influence of social media marketing on customer buying behavior in Kota Kinabalu
title_sort	influence of social media marketing on customer buying behavior in kota kinabalu
granting_institution	Unversiti Malaysia Sabah
granting_department	Fakulti Perniagaan, Ekonomi dan Perakaunan
publishDate	2016
url	https://eprints.ums.edu.my/id/eprint/37594/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/37594/2/FULLTEXT.pdf
_version_	1783727548298952704

The influence of social media marketing on customer buying behavior in Kota Kinabalu

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