The Impact of Social Media on Consumer Buying Behaviour towards Fast Food

Wong, Huei Ting (2020) The Impact of Social Media on Consumer Buying Behaviour towards Fast Food. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Social media is now getting increasingly widespread and popular with young consumers in Malaysia. Does social media affect consumer buying behaviours towards fast food? This study examines the relationship among social media impacts, consumer’s attitude toward advertisements and the factors that influence purchase behaviours in the fast food industry. Therefore, the researcher comes out with research problems and objectives to understand its background and have a clear direction for exploring. Besides, the researcher also applied several theoretical frameworks which can contribute to the analyze process such as uses and gratification theory, theory of planned behaviour, social cognitive theory and mode model. Hence, the research methodology that conducted in this study is questionnaire, by distributing to three sections and reaching out to the target audiences. From the result of data analysis, discovering the existing relationships among the elements which contribute to the objectives. Social media as an impact platform toward consumers by transmitting advertisements to influence their attitudes as positive and negative. There also has been found out a link between the source of income and consumer brand choices. This study also expected to contribute to the existing knowledge of buying behaviours toward the fast food industry, for all advertisers as well as consumers.