Interlinking between Social Media Marketing and Consumer Decision-Making: the Moderating Role of Emotional Intelligence

Ling, Wei Hong (2022) Interlinking between Social Media Marketing and Consumer Decision-Making: the Moderating Role of Emotional Intelligence. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

In an overview, this study expands the theoretical knowledge on the literature of social media marketing in Malaysia during COVID-19. Moreover, since the pandemic has changed the daily routines in people’s lives, it would actually change the consumer behaviours, in terms of their decision-making processes. Hence, this study provides an understanding on how the emotional intelligence can affect the people in Malaysia, particularly in the relationship between the social media marketing and the consumer decision-making processes. The results of this study show that the people with higher self-awareness may enhance the relationship between the social media marketing and the consumer decision-making. However, it is found that self-regulation and social awareness do not contribute significant moderating effect on the main relationship. Besides, this study intends to clarify on how the functionalities of social media and the social influence can boost the social media marketing efforts, which may assist the social media marketers and users to explore a specific aspect of the user experiences as well as its implications for the business companies. A survey involving 260 respondents who have the social media accounts in Malaysia is conducted. The data obtained are analysed through Statistical Package for the Social Sciences (SPSS) and the Partial Least Squared – Structural Equation Modelling (PLS-SEM). The findings of this study show that the social media marketing that includes identity functionality, information sharing functionality, conversation functionality and social influence are found to be the predictors in consumer decision-making. This study also proves that consumer trust is playing as an important mediating role in the relationship between the interlinking between social media marketing and consumer decision-making. In addition, the findings of this study should be able to shed a light on the development of new marketing strategies that consider psychological factors in order to meet the consumers’ actual feelings and needs. Hence, the marketers can gain insights on how to find new opportunities by using social media marketing in order to gain competitive advantages even during this unprecedented time. The implications of the research, limitations and directions for future research are discussed as well. Keywords: Social media marketing, Consumer decision-making, Consumer trust, Emotional intelligence, Self-awareness, Self-regulation, Social awareness.