The influence of facebook content, engagement, and investment on impulse buying behavior / Maznah Wan Omar...[et al.]
With the emergence of Industrial revolution 4.0, marketers are in tandem with the latest technology of cyberspace which relatively has proved that the growth of social media nowadays has become the prime marketing platform that connects consumers and businesses. There are more businesses that use pa...
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| Main Authors: | , , , , , |
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| Format: | Book Section |
| Language: | en |
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Faculty of Business & Management, Universiti Teknologi MARA (UiTM) Cawangan Kedah
2018
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/36734/1/36734.pdf https://ir.uitm.edu.my/id/eprint/36734/ |
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| _version_ | 1833065437948018688 |
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| author | Wan Omar, Maznah Abdullah, Siti Asmahanim shuhada, Affify Kamaruddin, Noor Jannah Ahmad, Sarah Sabir Zakaria, Azfahanee |
| author_facet | Wan Omar, Maznah Abdullah, Siti Asmahanim shuhada, Affify Kamaruddin, Noor Jannah Ahmad, Sarah Sabir Zakaria, Azfahanee |
| author_sort | Wan Omar, Maznah |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | With the emergence of Industrial revolution 4.0, marketers are in tandem with the latest technology of cyberspace which relatively has proved that the growth of social media nowadays has become the prime marketing platform that connects consumers and businesses. There are more businesses that use paid advertising in social media which make audiences aware of a product. This study examined the elements that contribute to an effective content on social media which therefore enhance consumers’ engagement that can have a significant impact on impulse buying behavior. The study extends the Technology Acceptance Model (TAM) by examining the role of quality content, engagement, and investment that leads to online impulse buying behavior. In order to achieve the objective of the study, a quantitative approach was undertaken through online survey with 234 samples. Data were analyzed using SPSS version 23. The results indicates that the Facebook content have a significant influence on impulse buying behavior, while engagement and investment were found to be insignificant. Based on the results of the study, relevant recommendations were provided and limitations of the study were acknowledged. |
| format | Book Section |
| id | my.uitm.ir-36734 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2018 |
| publisher | Faculty of Business & Management, Universiti Teknologi MARA (UiTM) Cawangan Kedah |
| record_format | eprints |
| spelling | my.uitm.ir-367342020-11-24T07:55:57Z https://ir.uitm.edu.my/id/eprint/36734/ The influence of facebook content, engagement, and investment on impulse buying behavior / Maznah Wan Omar...[et al.] Wan Omar, Maznah Abdullah, Siti Asmahanim shuhada, Affify Kamaruddin, Noor Jannah Ahmad, Sarah Sabir Zakaria, Azfahanee Marketing Telemarketing. Internet marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling With the emergence of Industrial revolution 4.0, marketers are in tandem with the latest technology of cyberspace which relatively has proved that the growth of social media nowadays has become the prime marketing platform that connects consumers and businesses. There are more businesses that use paid advertising in social media which make audiences aware of a product. This study examined the elements that contribute to an effective content on social media which therefore enhance consumers’ engagement that can have a significant impact on impulse buying behavior. The study extends the Technology Acceptance Model (TAM) by examining the role of quality content, engagement, and investment that leads to online impulse buying behavior. In order to achieve the objective of the study, a quantitative approach was undertaken through online survey with 234 samples. Data were analyzed using SPSS version 23. The results indicates that the Facebook content have a significant influence on impulse buying behavior, while engagement and investment were found to be insignificant. Based on the results of the study, relevant recommendations were provided and limitations of the study were acknowledged. Faculty of Business & Management, Universiti Teknologi MARA (UiTM) Cawangan Kedah 2018 Book Section NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/36734/1/36734.pdf The influence of facebook content, engagement, and investment on impulse buying behavior / Maznah Wan Omar...[et al.]. (2018) In: International Business & Management Academic Colloquium 2018. Faculty of Business & Management, Universiti Teknologi MARA (UiTM) Cawangan Kedah, Merbok, Kedah, p. 241. ISBN 9789670314563 |
| spellingShingle | Marketing Telemarketing. Internet marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Wan Omar, Maznah Abdullah, Siti Asmahanim shuhada, Affify Kamaruddin, Noor Jannah Ahmad, Sarah Sabir Zakaria, Azfahanee The influence of facebook content, engagement, and investment on impulse buying behavior / Maznah Wan Omar...[et al.] |
| title | The influence of facebook content, engagement, and investment on impulse buying behavior / Maznah Wan Omar...[et al.] |
| title_full | The influence of facebook content, engagement, and investment on impulse buying behavior / Maznah Wan Omar...[et al.] |
| title_fullStr | The influence of facebook content, engagement, and investment on impulse buying behavior / Maznah Wan Omar...[et al.] |
| title_full_unstemmed | The influence of facebook content, engagement, and investment on impulse buying behavior / Maznah Wan Omar...[et al.] |
| title_short | The influence of facebook content, engagement, and investment on impulse buying behavior / Maznah Wan Omar...[et al.] |
| title_sort | influence of facebook content, engagement, and investment on impulse buying behavior / maznah wan omar...[et al.] |
| topic | Marketing Telemarketing. Internet marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling |
| url | https://ir.uitm.edu.my/id/eprint/36734/1/36734.pdf https://ir.uitm.edu.my/id/eprint/36734/ |
| url_provider | http://ir.uitm.edu.my/ |