The Impact of Social Media Marketing on the Youth's Buying Behaviour at McDonald's

Zulkarnain, Amira Ferina (2020) The Impact of Social Media Marketing on the Youth's Buying Behaviour at McDonald's. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Social media marketing has been widely recognized as a contemporary marketing trend in Malaysia and many other countries throughout the globe. Through social media platforms, brands can develop and maintain positive consumer-brand relationships through online community participation benefits. One of the most active sectors that uses social media in marketing is the fast food sector. Hence, this study determined the impact of social media marketing on the youth’s buying behaviour at McDonalds. A non-probability sampling is used to gather 100 random respondents among the ages of 18-25 who live in the Klang Valley area. This study analyzed and gathered respondents through a web-based survey questionnaire. Results showed that a positive number of youths agreed that social media marketing had impacted their buying behaviour at McDonalds. This study offers a practical basis for future studies focusing on social media marketing as a platform to reach potential consumers and recommends brand management specifically for online communities, which social media platform is the best tool in influencing the consumer’s buying behaviour.