Author

  • Halimahton Borhan

    • Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia
    • Malaysia

  • Rozita Naina Mohamed

    • Faculty of Business and Management, UiTM Cawangan Selangor Kampus Puncak Alam Bandar Puncak Alam, Puncak Alam, Selangor, Malaysia
    • Malaysia

  • Mohd Saifullah Rusli

    • SEGI College Subang Jaya, Menara A, Edumetro, Persiaran Subang Permai, Subang Jaya, Selangor Darul Ehsan, Malaysia
    • Malaysia

  • Azhana Othman

    • Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia
    • Malaysia

  • Najihah Hanisah Marmaya

    • Faculty of Business, Economics and Accountancy, Universiti Malaysia Sabah, Malaysia
    • Malaysia

  • Mohamad Idham Md Razak

    • Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia
    • Malaysia

  • Abdul Rahim Ridzuan

    • Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia
    • Malaysia

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.

Keywords

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How to Cite

Borhan, H., Naina Mohamed, R., 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 (Author)

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Vol. 16 No. 3(I)S (2024) Supply Chain Sustainability, Smart HRM & Inclusive Education View issue contents

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2024-10-07

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