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Modern media era on social media consumer purchase decision of beauty products

The influence of the modern media era on social media Malaysian consumers’ purchasing decisions on beauty products includes utilization of social media marketing, e-WoM, brand image and advertisement design. Entrepreneurs must understand consumers’ perspectives on how they make purchasing decisions....

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Main Authors: Naina Mohamed, Rozita, Md Jusoh, Zuroni, Mohd Nizam, Husna Nisa, Mazlan, Habib
Format: Article
Published: Malaysian Consumer and Family Economics Association MACFEA 2022
Online Access:http://psasir.upm.edu.my/id/eprint/102217/
https://macfea.com.my/1-vol-38-dec-2022/
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spelling my.upm.eprints.1022172024-03-18T02:48:09Z http://psasir.upm.edu.my/id/eprint/102217/ Modern media era on social media consumer purchase decision of beauty products Naina Mohamed, Rozita Md Jusoh, Zuroni Mohd Nizam, Husna Nisa Mazlan, Habib The influence of the modern media era on social media Malaysian consumers’ purchasing decisions on beauty products includes utilization of social media marketing, e-WoM, brand image and advertisement design. Entrepreneurs must understand consumers’ perspectives on how they make purchasing decisions. This is a quantitative cross-sectional study with a convenience sampling method. An online self-administrated questionnaire was conducted, and 210 valid questionnaires were collected. Descriptive analysis was performed to analyze the data. The results found that advertisement design was the most influencing factor with the highest mean score. It is followed by brand image and social media marketing. E-WoM was found to be the least factor influencing consumers’ purchasing decisions with the lowest score that less than 4.0. The finding of this study is expected to contribute to the rapid growth of beauty industry research on social media. It will help organizations to craft and utilize social media with the appropriate strategy to their advantage. Entrepreneurs can initiate to perform attractive advertisements by predominating the brand image in social media. Malaysian Consumer and Family Economics Association MACFEA 2022 Article PeerReviewed Naina Mohamed, Rozita and Md Jusoh, Zuroni and Mohd Nizam, Husna Nisa and Mazlan, Habib (2022) Modern media era on social media consumer purchase decision of beauty products. Jurnal Pengguna Malaysia, 38 (1). 109 - 123. ISSN 1511-998X https://macfea.com.my/1-vol-38-dec-2022/
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description The influence of the modern media era on social media Malaysian consumers’ purchasing decisions on beauty products includes utilization of social media marketing, e-WoM, brand image and advertisement design. Entrepreneurs must understand consumers’ perspectives on how they make purchasing decisions. This is a quantitative cross-sectional study with a convenience sampling method. An online self-administrated questionnaire was conducted, and 210 valid questionnaires were collected. Descriptive analysis was performed to analyze the data. The results found that advertisement design was the most influencing factor with the highest mean score. It is followed by brand image and social media marketing. E-WoM was found to be the least factor influencing consumers’ purchasing decisions with the lowest score that less than 4.0. The finding of this study is expected to contribute to the rapid growth of beauty industry research on social media. It will help organizations to craft and utilize social media with the appropriate strategy to their advantage. Entrepreneurs can initiate to perform attractive advertisements by predominating the brand image in social media.
format Article
author Naina Mohamed, Rozita
Md Jusoh, Zuroni
Mohd Nizam, Husna Nisa
Mazlan, Habib
spellingShingle Naina Mohamed, Rozita
Md Jusoh, Zuroni
Mohd Nizam, Husna Nisa
Mazlan, Habib
Modern media era on social media consumer purchase decision of beauty products
author_facet Naina Mohamed, Rozita
Md Jusoh, Zuroni
Mohd Nizam, Husna Nisa
Mazlan, Habib
author_sort Naina Mohamed, Rozita
title Modern media era on social media consumer purchase decision of beauty products
title_short Modern media era on social media consumer purchase decision of beauty products
title_full Modern media era on social media consumer purchase decision of beauty products
title_fullStr Modern media era on social media consumer purchase decision of beauty products
title_full_unstemmed Modern media era on social media consumer purchase decision of beauty products
title_sort modern media era on social media consumer purchase decision of beauty products
publisher Malaysian Consumer and Family Economics Association MACFEA
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/102217/
https://macfea.com.my/1-vol-38-dec-2022/
_version_ 1794564337731371008
score 13.211869

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