Modelling the predictors of social media marketing on consumer buying behavior in Malaysia

Halimahton Borhan and Rozita Naina Mohamed and Mohd Saifullah Rusli and Azhana Othman and Najihah Hanisah Marmaya and Mohamad Idham Md Razak and Abdul Rahim Ridzuan (2024) Modelling the predictors of social media marketing on consumer buying behavior in Malaysia. Information Management and Business Review, 16 (3). pp. 1-12. ISSN 2220-3796

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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.

Item Type:	Article
Keyword:	Perceived Ease of Use, Perceived Usefulness, Social Media Marketing, Consumer Buying Behavior, Digital Accessibility, Technology Acceptance Model (TAM)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor > HD28-70 Management. Industrial management Q Science > QA Mathematics > QA1-939 Mathematics > QA71-90 Instruments and machines > QA75.5-76.95 Electronic computers. Computer science
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	ABDULLAH BIN SABUDIN -
Date Deposited:	09 Apr 2025 10:43
Last Modified:	09 Apr 2025 10:43
URI:	https://eprints.ums.edu.my/id/eprint/43448

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