The Impact of Social Media on Consumers' Purchasing Behaviour in Klang Valley

Chan, Mei Ying (2022) The Impact of Social Media on Consumers' Purchasing Behaviour in Klang Valley. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This research is about the study of the impact of social media on consumers’purchasing behaviour. The research was conducted by focusing on the consumers in Klang Valley, Malaysia and only involved the respondents who are social media users. There are some studies that explored the factors that influence consumers' purchasing behaviour on social media, but there is still a need to further understand what motivates the consumers to make a purchase and how social media influencers can influence their purchasing behaviour. Social media has become an indispensable tool for consumers online in this day and age. Social media and the Internet technologies have allowed the users to interact, communicate, access information about the products and services, where it can influence their purchasing behaviour. Marketers also utilize social media marketing to increase their brand awareness, driving website traffic and sales. Results show that live streaming by social media influencers is very popular and it mostly affects consumer buying behavior and the most influential factor that affects the relationship between social media and consumer buying behavior is brand engagement. The study has been conducted by collecting primary data through survey questionnaires. Statistical analysis and correlation with SPSS Statistics were used during the research.