Impact of social media advertising on consumer buying behaviour among millennial women / Nur Iman Mohd Suharman

In the new era of the advertising industry, social media advertising is undergoing rapid and extraordinary changes. Commonly, social media advertising is a communication platform that is exercised to inform, persuade and remind consumers about the existence of certain products or services. Moreover,...

Full description

Bibliographic Details
Main Author:	Mohd Suharman, Nur Iman
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2020
Subjects:	Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Social influence. Social pressure
Online Access:	http://ir.uitm.edu.my/id/eprint/28540/ http://ir.uitm.edu.my/id/eprint/28540/1/PPb_NUR%20IMAN%20MOHD%20SUHARMAN%20BM%20M%2020_5.pdf

id	uitm-28540
recordtype	eprints
spelling	uitm-285402020-02-28T07:58:38Z http://ir.uitm.edu.my/id/eprint/28540/ Impact of social media advertising on consumer buying behaviour among millennial women / Nur Iman Mohd Suharman Mohd Suharman, Nur Iman Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Social influence. Social pressure In the new era of the advertising industry, social media advertising is undergoing rapid and extraordinary changes. Commonly, social media advertising is a communication platform that is exercised to inform, persuade and remind consumers about the existence of certain products or services. Moreover, social media advertising too has become on of the online marketing techniques to encourage or captivating audiences into purchasing products and services. Besides that, in Malaysia, women shop online more than men and Millennials havea stronger interest in social media as they are comfortable with the usage of interactive technologies to source entertainment. Thus, the main purpose of the study is to identify the impact of social media advertising on consumer buying behaviour among Millennial women. The independent variables of this research are Quality of Product Advertised, Price of Product Advertised, Brand Image and Social Media Influencers. On top of that, this study was conducted towards Millennial Women in Malaysia. A total of 200 questionnaires were distributed and analysed. Moreover, the data was measured by using Statistical Package for Social Science Program (SPSS) software version 25.0, to showcase the most influential variables of social media advertising on consumer buying behaviour. The findings in this study shows that, Quality of Product Advertised and Brand Image are the most influential characteristics of social media advertising on consumer buying behaviour. Lastly, the discussion of the findings and suggestions for future research are identified and proposed in the last chapter of this study. Faculty of Business and Management 2020 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/28540/1/PPb_NUR%20IMAN%20MOHD%20SUHARMAN%20BM%20M%2020_5.pdf Mohd Suharman, Nur Iman (2020) Impact of social media advertising on consumer buying behaviour among millennial women / Nur Iman Mohd Suharman. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Social influence. Social pressure
spellingShingle	Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling Social influence. Social pressure Mohd Suharman, Nur Iman Impact of social media advertising on consumer buying behaviour among millennial women / Nur Iman Mohd Suharman
description	In the new era of the advertising industry, social media advertising is undergoing rapid and extraordinary changes. Commonly, social media advertising is a communication platform that is exercised to inform, persuade and remind consumers about the existence of certain products or services. Moreover, social media advertising too has become on of the online marketing techniques to encourage or captivating audiences into purchasing products and services. Besides that, in Malaysia, women shop online more than men and Millennials havea stronger interest in social media as they are comfortable with the usage of interactive technologies to source entertainment. Thus, the main purpose of the study is to identify the impact of social media advertising on consumer buying behaviour among Millennial women. The independent variables of this research are Quality of Product Advertised, Price of Product Advertised, Brand Image and Social Media Influencers. On top of that, this study was conducted towards Millennial Women in Malaysia. A total of 200 questionnaires were distributed and analysed. Moreover, the data was measured by using Statistical Package for Social Science Program (SPSS) software version 25.0, to showcase the most influential variables of social media advertising on consumer buying behaviour. The findings in this study shows that, Quality of Product Advertised and Brand Image are the most influential characteristics of social media advertising on consumer buying behaviour. Lastly, the discussion of the findings and suggestions for future research are identified and proposed in the last chapter of this study.
format	Student Project
author	Mohd Suharman, Nur Iman
author_facet	Mohd Suharman, Nur Iman
author_sort	Mohd Suharman, Nur Iman
title	Impact of social media advertising on consumer buying behaviour among millennial women / Nur Iman Mohd Suharman
title_short	Impact of social media advertising on consumer buying behaviour among millennial women / Nur Iman Mohd Suharman
title_full	Impact of social media advertising on consumer buying behaviour among millennial women / Nur Iman Mohd Suharman
title_fullStr	Impact of social media advertising on consumer buying behaviour among millennial women / Nur Iman Mohd Suharman
title_full_unstemmed	Impact of social media advertising on consumer buying behaviour among millennial women / Nur Iman Mohd Suharman
title_sort	impact of social media advertising on consumer buying behaviour among millennial women / nur iman mohd suharman
publisher	Faculty of Business and Management
publishDate	2020
url	http://ir.uitm.edu.my/id/eprint/28540/ http://ir.uitm.edu.my/id/eprint/28540/1/PPb_NUR%20IMAN%20MOHD%20SUHARMAN%20BM%20M%2020_5.pdf
first_indexed	2023-09-18T23:20:28Z
last_indexed	2023-09-18T23:20:28Z
_version_	1777419397336399872

Impact of social media advertising on consumer buying behaviour among millennial women / Nur Iman Mohd Suharman

Similar Items