The impact of social media marketing on working adults’ purchase intention via e-commerce after Covid-19 pandemic
Technological advancement has been vulnerable in complimenting how consumer conduct their buying behavior. Social media, has fast been becoming a popular platform for dealers to reach customers when promoting and introducing products o gain more business opportunities and profits. Social Media co...
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| Format: | Thesis |
| Published: |
2022
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| Subjects: | |
| Online Access: | http://library.oum.edu.my/repository/1534/1/library-document-1534.pdf http://library.oum.edu.my/repository/1534/ |
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| Institution: | Open University Malaysia |
| Summary: | Technological advancement has been vulnerable in complimenting how consumer
conduct their buying behavior. Social media, has fast been becoming a popular platform
for dealers to reach customers when promoting and introducing products o gain more
business opportunities and profits. Social Media continues to evolve in facilitating
business and service growth by incorporating improved features to ease online
interactions. This research aims to determine the impact of social media marketing on the
factors influencing online purchasing intention via e-commerce among working adults in
Malaysia after the Covid-19 pandemic. The pandemic has made online purchasing an
excellent choice for conducting business transactions, mainly for safety and fear of
getting into close contact with persons infected by the deadly virus. Hence, it is necessary
to explore the insights on consumer buying intention from the perspective of scientific
research in the business discipline that has become the objective of this study. The
findings have successfully proven that the independent variables, i.e., the perceived
Customer Trust (CT), perceived Product Usefulness (PU), perceived Service Quality
(SQ), and perceived Social Media Marketing (SMM), do have significantly influenced
the consumers purchasing intention after Covid-19 pandemic. The impact of social media
marketing on working adults’ purchase intention via e-commerce after Covid-19 has
resulted in a positive future outlook, especially towards business entities. The influence
of social media marketing itself towards working adults can help those involved in
advertisement and content-creating industries to continuously conduct research with the
possibility of taking up their creative skills to a higher level. (Abstract by author) |
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