Author

  • Soo-Cheng Chuah

    • Faculty of Business and Management, Universiti Teknologi MARA Cawangan Selangor, Selangor, Malaysia
    • Malaysia

  • Azitadoly Mohd Arifin

    • Faculty of Business and Management, Universiti Teknologi MARA Cawangan Selangor, Selangor, Malaysia
    • Malaysia

  • Mohammad Nazreen Mayaddin

    • Office of the Premier of Sarawak, Sarawak, Malaysia
    • Malaysia

  • Mohd Farez Othman

    • Alam Flora Environmental Solutions Sdn Bhd, Selangor, Malaysia
    • Malaysia

Abstract

In the digital era, marketing trends have undergone a significant transformation. A brand-new marketing channel that businesses are using to reach out to customers is social media. In this study, the effect of social media marketing methods on customers' desire to buy cosmetics is investigated. Entertainment, engagement, trendiness, personalization, and eWOM are the five social media marketing strategy dimensions that were examined in the study. Data were obtained using the convenience sample approach, and 260 valid questionnaires were gathered. Data analysis using the SEM-PLS method. The findings show that each of the five social media marketing strategy elements had a statistically significant impact on consumers' intention to make a purchase. Users' participation in online cosmetics purchases was found to be strongly influenced by entertainment.

Keywords

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How to Cite

Chuah, S.-C., Mohd Arifin, A., Mayaddin, M. N., & Othman, M. F. (2023). Impact of Social Media Marketing Activities on Online Purchase Intention for the Cosmetic Industry in Malaysia. Information Management and Business Review, 15(1(I)SI), 106-113. https://doi.org/10.22610/imbr.v15i1(I)SI.3392

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Copyright (c) 2023 Soo-Cheng Chuah, Azitadoly Mohd Arifin, Mohammad Nazreen Mayaddin, Mohd Farez Othman (Author)

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Published in

Vol. 15 No. 1(I)SI (2023) Business Management Practices: Opportunities & Challenges View issue contents

Published

2023-05-14

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