Factors of Facebook Live Streaming Content Affecting Young Working Adults' Buying Behaviours in Kuala Lumpur

Hong, Eunice Xuan (2023) Factors of Facebook Live Streaming Content Affecting Young Working Adults' Buying Behaviours in Kuala Lumpur. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Young working individuals can now buy through online or even live streaming platforms like Shopee, Taobao, Facebook, and others thanks to the quick development of technology. Initially, the role of social media influencers in advertising is explored, with a focus on capturing the attention of younger audiences and expanding business social media coverage. Social media influencers are increasingly being used in advertising and marketing by businesses. The research aims to determine whether the social identity of live streamers in Facebook Live Streaming Content affects young working adults' buying behaviours. It also examines whether the amount of viewers will bring the impact towards young working adults' buying behaviours. The quantitative method of online survey was used to collect the responses from the 170 young adults who are working in Kuala Lumpur. Based on the findings, young working adults are likely to be attracted by Facebook Live Streaming Content where the live streamers are celebrities or influencers. It is also discovered that the amount of views in Facebook Live Streaming Content positively affect the buying behaviours of young working adults. Also, young working adults believe influencer live streamers product recommendations and seek their advice. The outcomes of this study are helpful to advertisers and other researchers since they highlight young working adults’ preferences and how they perceive Facebook Live Streaming Content.