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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Main Author:	Husin, Wann Huzida Roza
Format:	Thesis
Language:	English English English
Published:	2019
Subjects:	HF5410-5417.5 Marketing Distribution of products
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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id	my-uthm-ep.680
record_format	uketd_dc
spelling	my-uthm-ep.6802021-08-19T05:59:14Z The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia 2019-10 Husin, Wann Huzida Roza HF5410-5417.5 Marketing. Distribution of products 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. 2019-10 Thesis http://eprints.uthm.edu.my/680/ http://eprints.uthm.edu.my/680/2/24p%20WANN%20HUZIDA%20ROZA%20HUSIN.pdf text en public http://eprints.uthm.edu.my/680/1/WANN%20HUZIDA%20ROZA%20HUSIN%20COPYRIGHT%20DECLARATION.pdf text en staffonly http://eprints.uthm.edu.my/680/3/WANN%20HUZIDA%20ROZA%20HUSIN%20WATERMARK.pdf text en validuser mphil masters Universiti Tun Hussein Onn Malaysia Fakulti Pengurusan Teknologi dan Perniagaan
institution	Universiti Tun Hussein Onn Malaysia
collection	UTHM Institutional Repository
language	English English English
topic	HF5410-5417.5 Marketing Distribution of products
spellingShingle	HF5410-5417.5 Marketing Distribution of products Husin, Wann Huzida Roza The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia
description	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.
format	Thesis
qualification_name	Master of Philosophy (M.Phil.)
qualification_level	Master's degree
author	Husin, Wann Huzida Roza
author_facet	Husin, Wann Huzida Roza
author_sort	Husin, Wann Huzida Roza
title	The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia
title_short	The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia
title_full	The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia
title_fullStr	The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia
title_full_unstemmed	The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia
title_sort	influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in malaysia
granting_institution	Universiti Tun Hussein Onn Malaysia
granting_department	Fakulti Pengurusan Teknologi dan Perniagaan
publishDate	2019
url	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
_version_	1747830660717871104

The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia

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