The Influence of Social Media Richness on the Consumer Intention to Purchase

Authors

  • Muhamad Shahrin
  • Ami Suhana Menon
  • Rosni Ab. Wahid
  • Muhammad Asyraf Hasim
  • Norwani Mohd Nazari

Abstract

Many companies are increasing their investment in social media marketing amid the projection of contribution to the companies' profitability. However, few studies have looked at the empirical link between the richness of the social media posting and the intention to purchase. This paper is an attempt to study the dimensions of social media and its influence on purchase intention in undergraduate students at Kuala Lumpur. Questionnaires distributed to undergraduate students as respondents in short experimental sessions in a classroom whereby the respondents will be exposed to Instagram postings. The response from the questionnaires will be used to measure the constructs of this research. The implication of this research will give marketers a clearer picture of the Social Media richness; being the key dimensions of social media posting that elicit intention to purchase. The result of this research will also provide a method to marketers in measuring the potential return of investment for their social media marketing. The main limitation of this study is the limited number of respondents. Future studies should use nationwide random samples to validate the relationship between social media influence and brand attitude. Future studies also may include other constructs such as the intention to engage with the brand's social media.

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Published

2020-01-21

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Section

Articles