Engaging gen Y through social network sites / Vincent Wee Eng Kim and Vivien Wee Mui Eik @ Bee Jade

Social networking sites are able to build on the interactive power of the Internet. This study attempts to discover the influence of social media on the present generation Y as consumers, their buying behaviour and to determine the roles that the social media plays as a popular medium to communicat...

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Main Authors:	Wee, Vincent Eng Kim, Wee, Vivien Mui Eik @ Bee Jade
Format:	Article
Language:	English
Published:	Research Management Institute (RMI) 2013
Subjects:	Social networks
Online Access:	http://ir.uitm.edu.my/id/eprint/13117/ http://ir.uitm.edu.my/id/eprint/13117/1/AJ_VINCENT%20WEE%20ENG%20KIM%20SMRJ%2013%201.pdf

id	uitm-13117
recordtype	eprints
spelling	uitm-131172016-06-30T08:40:39Z http://ir.uitm.edu.my/id/eprint/13117/ Engaging gen Y through social network sites / Vincent Wee Eng Kim and Vivien Wee Mui Eik @ Bee Jade Wee, Vincent Eng Kim Wee, Vivien Mui Eik @ Bee Jade Social networks Social networking sites are able to build on the interactive power of the Internet. This study attempts to discover the influence of social media on the present generation Y as consumers, their buying behaviour and to determine the roles that the social media plays as a popular medium to communicate a message. The findings of this research will provide clear and useful information to facilitate further research in similar fields of study. A set of questionnaire was administered to 200 students from ten selected institutions of higher learning in the Klang Valley. The respondents were asked about their current perceptions regarding their interaction with the social media websites and how these websites have influenced their purchasing behaviour which would enable further understanding about the social media. The respondents, responses show that, generally social media was used to seek useful information. They prefer to purchase in groups and the social media acts as a community platform to post and share their views. The respondents agreed that social media was more effective in finding information as compared to the use of the traditional mass media. Viral advertising in the form ofvideos are very appealing to them. Furthermore, social media also improves customers service and business networking. Research Management Institute (RMI) 2013 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/13117/1/AJ_VINCENT%20WEE%20ENG%20KIM%20SMRJ%2013%201.pdf Wee, Vincent Eng Kim and Wee, Vivien Mui Eik @ Bee Jade (2013) Engaging gen Y through social network sites / Vincent Wee Eng Kim and Vivien Wee Mui Eik @ Bee Jade. Social and Management Research Journal, 10 (2). pp. 53-72. ISSN 1675-7017
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Social networks
spellingShingle	Social networks Wee, Vincent Eng Kim Wee, Vivien Mui Eik @ Bee Jade Engaging gen Y through social network sites / Vincent Wee Eng Kim and Vivien Wee Mui Eik @ Bee Jade
description	Social networking sites are able to build on the interactive power of the Internet. This study attempts to discover the influence of social media on the present generation Y as consumers, their buying behaviour and to determine the roles that the social media plays as a popular medium to communicate a message. The findings of this research will provide clear and useful information to facilitate further research in similar fields of study. A set of questionnaire was administered to 200 students from ten selected institutions of higher learning in the Klang Valley. The respondents were asked about their current perceptions regarding their interaction with the social media websites and how these websites have influenced their purchasing behaviour which would enable further understanding about the social media. The respondents, responses show that, generally social media was used to seek useful information. They prefer to purchase in groups and the social media acts as a community platform to post and share their views. The respondents agreed that social media was more effective in finding information as compared to the use of the traditional mass media. Viral advertising in the form ofvideos are very appealing to them. Furthermore, social media also improves customers service and business networking.
format	Article
author	Wee, Vincent Eng Kim Wee, Vivien Mui Eik @ Bee Jade
author_facet	Wee, Vincent Eng Kim Wee, Vivien Mui Eik @ Bee Jade
author_sort	Wee, Vincent Eng Kim
title	Engaging gen Y through social network sites / Vincent Wee Eng Kim and Vivien Wee Mui Eik @ Bee Jade
title_short	Engaging gen Y through social network sites / Vincent Wee Eng Kim and Vivien Wee Mui Eik @ Bee Jade
title_full	Engaging gen Y through social network sites / Vincent Wee Eng Kim and Vivien Wee Mui Eik @ Bee Jade
title_fullStr	Engaging gen Y through social network sites / Vincent Wee Eng Kim and Vivien Wee Mui Eik @ Bee Jade
title_full_unstemmed	Engaging gen Y through social network sites / Vincent Wee Eng Kim and Vivien Wee Mui Eik @ Bee Jade
title_sort	engaging gen y through social network sites / vincent wee eng kim and vivien wee mui eik @ bee jade
publisher	Research Management Institute (RMI)
publishDate	2013
url	http://ir.uitm.edu.my/id/eprint/13117/ http://ir.uitm.edu.my/id/eprint/13117/1/AJ_VINCENT%20WEE%20ENG%20KIM%20SMRJ%2013%201.pdf
first_indexed	2023-09-18T22:49:54Z
last_indexed	2023-09-18T22:49:54Z
_version_	1777417474294153216

Engaging gen Y through social network sites / Vincent Wee Eng Kim and Vivien Wee Mui Eik @ Bee Jade

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