The reason for this research is to distinguish and look at consumers' purchase intention in Malaysia through social media marketing, brand loyalty and brand awareness. Other than that, this research rushes to discover the relationships between social media marketing, brand awareness and electronic word of mouth towards brand loyalty among the consumers in Malaysia inciting purchase intentions.
Consumers purchase intention has developed with the help of the social media marketing, and progressively replacing the customary marketing techniques. The marketing methodology is based on social media platforms where consumers are currently looking for information about an item or service, and others encounters before resolving to purchase the item or service. The sharing of the brands, item surveys, and clients' encounters are a piece of the electronic word of mouth where data is transmitted and gotten over the web.
With the impact of electronic word of mouth and social media marketing, it has an effect to the brand loyalty, and in the end towards purchase intentions. This study endeavors to study the effect of social media marketing, brand loyalty, and brand awareness towards purchase intentions. Two hundred questionnaires were collected toward the end of the review inside Malaysia. Five hypotheses were produced and tested.
Table of Contents
1. INTRODUCTION
1.1 Background
1.2 Problem Statement
1.3 Research Objectives
1.3.1 General Objective
1.3.2 Specific Objectives
1.4 Research Questions
1.5 Significant of Studies
1.6 Term of References
1.7 Overview of the Report
1.8 Summary
2. LITERATURE REVIEW
2.1 Introduction
2.2 Social Media and Social Media Marketing
2.2.1 Social Media
2.2.2 Social Media Marketing
2.3 Brand Loyalty
2.4 Word of Mouth and Electronic Word of Mouth
2.4.1 Word of Mouth
2.4.2 Electronic Word of Mouth
2.4.3 Differences between WOM & eWOM
2.5 Purchase Intention
2.6 Previous Empirical Studies
2.6.1 Social Media Marketing to Brand Loyalty
2.6.2 Electronic Word of Mouth to Brand Loyalty
2.6.3 Social Media Marketing to Purchase Intention
2.6.4 Brand Loyalty to Purchase Intention
2.6.5 Electronic Word of Mouth to Purchase Intention
2.7 Theoretical Framework
2.7.1 Theory of Reasoned Action
2.7.2 Theory of Planned Behaviour
2.8 Conceptual Framework
2.9 Hypotheses Developments
2.9.1 Social Media Marketing and Brand Loyalty
2.9.2 Electronic Word of Mouth and Brand Loyalty
2.9.3 Social Media Marketing and Purchase Intention
2.9.4 Brand Loyalty and Purchase Intention
2.9.5 Electronic Word of Mouth and Purchase Intention
2.10 Summary
3. METHODOLOGY
3.1 Introduction
3.2 Research Design
3.3 Research Approach
3.4 Research Methodological Choices
3.5 Population and Sampling
3.6 Sampling Size
3.7 Data Collection Methods / Instruments
3.7.1 Pilot Study
3.7.2 Construct Measurement
3.7.3 Data Scale of Measurement
3.8 Variables
3.9 Reliability Testing
3.10 Statistical Testing
3.10.1 Linear Regression
3.10.2 Multiple Regression Analysis
3.10.3 Mediation Effect Analysis
3.11 Summary
4. RESULTS
4.1 Introduction
4.2 Respondent Demographics
4.3 Descriptive Analyses
4.4 Reliability Analysis
4.5 Linear Regression Analysis
4.6 Multiple Regression Analysis
4.7 Mediation Effect Analysis
4.8 Summary
5. DISCUSSION
5.1 Introduction
5.2 Findings through Descriptive Analysis
5.3 Discussion of Major Findings
5.3.1 H1: Social media marketing will have significant positive influence on consumers’ brand loyalty
5.3.2 H2: Electronic word of mouth will have significant positive influence on consumers’ brand loyalty
5.3.3 H3: Social media marketing will have significant positive influence on consumers’ purchase intention
5.3.4 H4: Brand loyalty will have significant positive influence on consumers’ purchase intention
5.3.5 H5: Electronic word of mouth will have significant positive influence on consumers’ purchase intention
5.3.6 Mediating Effects
5.4 Implications
5.5 Limitations of Study
5.6 Recommendations for Future Research
5.7 Summary
Research Objectives and Themes
This study aims to examine how social media marketing, brand awareness, and electronic word of mouth (eWOM) influence consumer purchase intentions in Malaysia. By investigating these relationships, the research seeks to understand how modern digital engagement strategies shape consumer behavior and brand loyalty in a competitive e-commerce landscape.
- Impact of social media marketing on brand loyalty and purchase intent.
- Role of electronic word of mouth in shaping consumer brand perceptions.
- Mediation effects of brand loyalty on the relationship between marketing variables and purchase intention.
- Analysis of the Malaysian e-commerce market and consumer demographic behaviors on digital platforms.
Excerpt from the Book
1.1 Background
Ever since the presentation of World Wide Web 28 years back (World Wide Web Foundation, n.d.), the development of the data age has changed how people used to interact before. Without precedent for history, the internet created a single social and social setting for everyone and also evolved on how data shares among each other, the way human behaviors businesses, and the change of technologies. The development of social media on the internet has changed the way people interact with each other and sharing of data. Social media is well accepted and prevalent among the millennial companions (Nanji, 2017). The millennial is the emergence of a new generation that is powerful and sophisticated consumers who are hard to influence, persuade, and keep (Devi and Menezes, 2016). This group of associates is heavily active on the social media networking sites and constantly hungry for data. The entire marketing landscape of the customary marketing is moving towards social media marketing (Erdoğmuş and Çiçek, 2012). Businesses are now more active on social media compare to the past (Hainla, 2017). Some businesses have more than one presences on the social media platforms to interact with the social media users. It isn't necessary to be a presence on the social media to fabricate the brand awareness, yet without it, they are very likely to be a long ways behind from their competitors that are actively engage with their fans.
Social media marketing offering businesses an interactive platform to interact with consumers in building the brands, and loyalty that beyond what conventional methods can offer before (Erdoğmuş and Çiçek, 2012). Consumers are utilizing the social media as the source to search for item data, for example, the brand, manufacturer foundation, and retailers when deciding to get it (Ler, 2014). The purchase decisions are exceptionally influenced by the electronic word of mouth on the social media sites. The persuasion effect of the electronic word of mouth is seen as an open door for businesses to influence the consumers by utilizing different methods to influence them on purchase decisions. Consumers are looking beyond evaluating for the item when they are researching for it over the internet.
Summary of Chapters
1. INTRODUCTION: Provides the foundation and rationale for the research, defining the scope and objectives concerning consumer purchase intention in Malaysia.
2. LITERATURE REVIEW: Examines theoretical models, including the Theory of Reasoned Action and Theory of Planned Behavior, to establish a framework for analyzing the impact of social media and eWOM.
3. METHODOLOGY: Outlines the quantitative approach, research design, and sampling techniques used to collect and analyze data via IBM SPSS.
4. RESULTS: Presents the raw data findings and the statistical analysis of the five developed hypotheses regarding consumer behavior.
5. DISCUSSION: Interprets the major findings, discusses the implications for marketers in Malaysia, and acknowledges study limitations while offering suggestions for future research.
Keywords
Social Media Marketing, Brand Loyalty, Purchase Intention, Electronic Word of Mouth, eWOM, Brand Awareness, Consumer Behavior, Malaysia, Digital Marketing, Quantitative Analysis, Theory of Planned Behavior, Online Shopping, Brand Engagement, Social Media Platforms, Mediation Analysis.
Frequently Asked Questions
What is the primary focus of this research?
The research investigates the factors influencing consumers' purchase intentions in Malaysia, specifically focusing on the roles of social media marketing, brand awareness, and electronic word of mouth (eWOM).
What are the central thematic areas of the study?
The study centers on how digital marketing efforts and peer-to-peer recommendations on social media platforms create brand loyalty and, subsequently, drive purchase intentions.
What is the main objective of this study?
The main objective is to establish the relationship between independent variables (Social Media Marketing, Brand Loyalty, Brand Awareness, and eWOM) and the dependent variable (Consumer Purchase Intention) among Malaysian consumers.
Which scientific methodology is employed?
The study utilizes a quantitative methodology, specifically a deductive approach, employing questionnaires to collect data which is then analyzed using IBM SPSS software for regression and mediation effects.
What topics are covered in the main body of the work?
The main body covers the theoretical background (TRA and TPB), a detailed literature review of digital marketing, a rigorous methodology section, the statistical presentation of results, and a comprehensive discussion of findings.
Which keywords best characterize this work?
Key terms include Social Media Marketing, Brand Loyalty, Purchase Intention, eWOM, Brand Awareness, and Consumer Behavior.
How does brand loyalty act as a mediator in this study?
Brand loyalty is identified as a critical mediating variable that strengthens the influence of social media marketing and eWOM on a consumer's eventual purchase intention.
Why is the Malaysian market specifically highlighted?
Malaysia is highlighted as a growing digital economy with high mobile penetration and social media usage, making it an ideal environment to observe the transition from traditional to digital marketing.
- Quote paper
- Yusuf Balarabe Abdullahi (Author), 2018, The Influence of social media marketing, brand loyalty, brand awareness towards consumer purchase intention. An empirical analysis, Munich, GRIN Verlag, https://www.grin.com/document/996400
