The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia
This study examined the influences of social media marketing (online communities, interaction, entertainment and perceived trust) and Generation Y online purchase behaviour of low involvement products in sub-urban areas. Additionally, the study also investigated the moderating effect of consumer...
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| Format: | Thesis |
| Language: | English English English |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://eprints.uthm.edu.my/680/2/24p%20WANN%20HUZIDA%20ROZA%20HUSIN.pdf http://eprints.uthm.edu.my/680/1/WANN%20HUZIDA%20ROZA%20HUSIN%20COPYRIGHT%20DECLARATION.pdf http://eprints.uthm.edu.my/680/3/WANN%20HUZIDA%20ROZA%20HUSIN%20WATERMARK.pdf |
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| Summary: | This study examined the influences of social media marketing (online communities,
interaction, entertainment and perceived trust) and Generation Y online purchase
behaviour of low involvement products in sub-urban areas. Additionally, the study
also investigated the moderating effect of consumer engagement between social
media marketing and Generation Y online purchase behaviour. The Uses and
Gratification Theory was used in this study. A Survey Questionnaires was used to
investigate online purchase made by Generation Y between ages 18-35 years old. A
total of 384 questionnaires were distributed to Southern Region states namely Negeri
Sembilan, Melaka and Johor. The data was analysed using Statistical Package for
Social Science (SPSS) 23.0. All the variables were measured using five-point Likert
scale. The study empirically proved that online communities, entertainment and
perceived trust significantly and positively related to Generation Y online purchase
behaviour. However, there was no relationship between interaction and Generation Y
online purchase behaviour. Similarly, the moderating effect of consumer engagement
was found to have no moderating effect. The study integrated Karman’s and Muda’s
model and had adapted social media marketing dimensions which is online
communities and interaction. Additionally, this study contributed to the inclusion of
two new dimensions of social media marketing which are entertainment and
perceived trust. Besides that, this study focused on sub-urban areas when many past
studies concentrated on urban respondents. More importantly, this study assisted
marketing managers to understand the Generation Y online purchase behaviour
especially those resided in sub-urban areas. Furthermore, this study also has
significant contribution to the government in understanding the technology and
internet connectivity sites in sub-urban areas. |
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