The International Journal of Professional Management - ISSN 20422341
A Study on Consumer Attitude towards Social Media Marketing in High-involvement Purchases in Malaysia
Volume 15, Issue 2, January 2020
Celeste Sin Wei LER DBA candidate (IPE, Pole Paris Alternance)
lersinwei17@hotmail.my,
William CHUA
PhD (Mgmt) (MMU), MBA (Henley), BSc (Maths/Ed) (USM), MMIM, MIIKM,
Honorary Fellow (IPMA, UK), Professor and Doctoral Supervisor, IPE Management School, Pole Paris Alternance.
Abstract
Social media is widely used as a marketing tool but there is little research on this in connection with high-involvement purchases, which is the focus of this study in the Malaysian context. High-involvement refers to large purchases such as property and cars, which individuals make only occasionally and with careful consideration. (Khasawneh & Shuhaiber, 2013) found five factors that affect customer attitude and intent to purchase – informativeness, entertainment, irritation, source credibility and incentive. The results of the current study indicate that the relationship between social media marketing is positive with both informative and incentive factors, negative with entertainment, and irritation and source credibility has no significant effect.
Keywords
Social Media Marketing, High-involvement Purchases, Consumers' Attitude, Real Estate,Properties, Malaysia
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