Open AccessAssessing Consumer Consumption Behaviour Through Social Media Marketing: A Survey among Youths in Malaysia
Author(s) -
Mohd Remie Mohd Johan,
Elisya Maliha Yuan Li Mohd Zain,
Tomoki Miura,
Mcxin Tee,
Nursyamilah Annuar
Publication year - 2022
Publication title -
jurnal intelek
Language(s) - English
Resource type - Journals
eISSN - 2682-9223
pISSN - 1675-9885
DOI - 10.24191/ji.v17i1.15918
Subject(s) - consumption (sociology) , social media , advertising , marketing , product (mathematics) , social media marketing , consumer behaviour , business , social marketing , influencer marketing , psychology , digital marketing , marketing management , sociology , relationship marketing , political science , social science , geometry , mathematics , law
The purpose of this study is to determine the effect of social media marketing on consumer consumption behavior. The focus of this study is to determine whether the frequency of advertisement, social media fashion trends, influencer endorsements, and product brand have an effect on consumption behavior among Malaysian youths. An online questionnaire that measures factors was constructed and disseminated to young Malaysians to acquire the data needed for this study. SEM-PLS is being used to evaluate the data. A conclusion has been drawn and this study also provided some recommendations for future research.