QR Code Link : Type : Thesis Subject : Business, Marketing Main Author : Nur Liyana Amalina Binti Badrul Hisham Title : The Impact of Social Media Marketing on Influencing Consumer Purchase Decisions Mediated by Brand Awareness and Brand Engagement Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : October 2024 Physical Description : ill, 74 pages Notes : Project Paper Submitted in Partial Fulfillment of the Requirements For the Degree of Master of Business Administration Universiti Tun Abdul Razak Corporate Name : UNIRAZAK Library PDF Full Text : Login required to access this item.

Abstract : UNIRAZAK Library

This study aims to analyze the impact of Social Media Marketing (SMM) on Consumer Purchase Decisions (CPD), focusing on the mediating effects of Brand Awareness (BA) and Brand Engagement (BE). In this study, the Hierarchy of Effects Model is employed to explore how SMM impacts consumer decision-making, specifically in terms of purchase decisions. The data from 403 respondents in Malaysia was collected through a structured questionnaire and analyzed using Structural Equation Modeling (SEM) to examine the relationships between the constructs. The findings demonstrate that effective social media marketing strategies have a significant and direct effect on consumer purchase decisions, emphasizing the influential role of SMM on purchasing behavior. Although the effect of social media marketing SMM on purchase decisions was proven to be significant, BA was not identified as a mediating factor in this relationship. On the flip side, the noteworthy mediating effect of BE underscores the significance of social media engagement for boosting purchase intentions. These findings emphasize the importance of engagement in translating awareness into action, offering valuable insights for marketers seeking to maximize their social media marketing strategies. The unique contribution of this study is its incorporation of the Hierarchy of Effects Model into social media marketing, which helps us better understand how SMM affects consumer behavior. When considering practical implications, marketers should place greater emphasis on strategies that foster consumer engagement instead of solely focusing on brand awareness. The study recognizes limitations, including its cross-sectional design and reliance on self-reported data.To gain more insights into the influence of SMM on consumer purchase decisions, researchers should conduct longitudinal studies and include variables such as brand trust and perceived value.

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