The Impact of Social Media Marketing Activities (SMMA) on Purchase Intention in Malaysia

Ang, Hwee Shan (2023) The Impact of Social Media Marketing Activities (SMMA) on Purchase Intention in Malaysia. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

The purpose of this research is to investigate the impact of social media marketing activities (SMMA) on purchase intention in Malaysia. In recent years, social media has an impact on consumer purchasing decisions. As a result, by developing a correct approach, a company's social media presence can become a strong marketing tool. Therefore, this research explores the relationship of four social media marketing activities; mainly informativeness, endorsement, entertainment and interaction with purchase intention where the relationship is mediated by perceived value. Moreover, there is a scarcity of research on the role of brand credibility in moderating the relationship between social media marketing activities and purchase intention. Hence, this research will also shed light on how brand credibility might moderate the relationship between social media marketing activities and purchase intention. Data collection was carried out for 10 days from 1st April 2023 to 10th April 2023 using a questionnaire. A total of 400 responses involving users or social media were collected and recorded. The data that was obtained were then being analysed using Statistical Package for the Social Sciences (SPSS). The findings of this research revealed that informativeness, interaction and perceived value are positively related to purchase intention. Not only that, it is found that perceived value mediates the relationship between social media marketing activities and purchase intention. Additionally, brand credibility is also found to be moderating the relationship between social media marketing activities and purchase intention. Lastly, the findings also show that informativeness, endorsement, entertainment and interaction are positively related to perceived value. V This research would be valuable for businesses who want to understand the extent of social media activities on purchase intention. The findings of the research will be able to provide a few insights to various types of companies on how to enhance their social media marketing strategies to better serve the customers in a competitive marketplace. They can utilise these information in the research for their business marketing strategies. Businesses who applied the findings shall be able to explore new ways of improving their existing social media marketing strategies for increasing sales and gaining competitive advantages over business rivals. At the end of the report, the research's implications, limitations, and recommendations for potential future researches were also discussed.