Social Media Marketing in Shaping Consumer's Purchasing Behaviour In Malaysia

Abstract

The aim of this study is to analyse the ways in which social media marketing impacts consumer purchase decisions in a nation like Malaysia, where the number of individuals utilising social media and the availability of internet technology are both growing. Some of the elements of social media marketing that will be examined in this paper include tailored ads, sponsorships from powerful people, user-generated content, brand interaction, and interactive campaigns. This paper aims to investigate how the above described traits affect consumer intention to buy and decision-making. In view of Malaysian consumers, this paper emphasises the need of using several strategies to raise involvement and conversion rates. One approach that may be used to find these techniques is the analysis of user comments published on several websites. Among the sites falling under this category are Twitter, Facebook, Instagram, and TikHub. Moreover, especially among very younger age groups, it has been shown that buying behaviour is much influenced by trust, social proof, and emotional ties developed via the usage of social media. Apart from this, the research clarifies the demographic and cultural factors influencing the degree of success different marketing campaigns reach. The fast acceptance of social media by Malaysian companies might have several possible results. These results could affect consumer awareness, brand loyalty, and purchase behaviour, but they are not restricted to these. This is the case as social media is still being used in every part of the world in line with mobile shopping and online buying. Organisations, digital strategists, and marketers trying to maximise the impact of their social media operations in the Malaysian market might find great help in the understanding of the results of this study. Furthermore emphasised in the paper is the increasing importance of internet connectivity for influencing modern customers' conduct.