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The Impacts of Social Media Marketing on Knowledge Building for Enhancing Purchase Intention among Shopee Customers in Malaysia

Journal: International Journal of Science and Research (IJSR) (Vol.10, No. 3)

Publication Date:

Authors : ;

Page : 1327-1337

Keywords : TRA; Theory of Reasoned Action; TPB;

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This research will investigate the factors in social media marketing, brand awareness, brand image including brand loyalty and its influence on purchase intentions of Shoppe customers in regards to Malaysian brands. The purpose of this research is to add to the understanding of customer purchase intentions on the e-commerce platform, Shopee, towards Malaysian brands. In accordance to the research topic, the impact of social media marketing on knowledge building for enhancing purchase intention amongst Shopee customers towards Malaysian brands. A sample size of 101 was obtained from the survey of questionnaires that was conducted within Malaysia, focusing on the population of Lim Kok Wing University students. Throughout this research, six hypotheses was developed and tested. The results obtained determines that brand awareness, brand image and brand loyalty influences purchase intentions. Findings of this research determined that brand awareness, brand image and brand loyalty has a significant positive effect on purchase intention. Apart from that, the findings also indicated that brand loyalty has a partial mediating effect on brand awareness and brand image towards purchase intention.

Last modified: 2021-06-26 18:42:03