QR Code Link : Type : Thesis Subject : Business, Marketing Main Author : Faizal Amran Title : From Posts to Protests: How Social Media Drives and Influences Boycotting Behavior among Malaysian Consumers 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, 209 pages Notes : Research Project Submitted in Partial Fulfillment of the Requirements \r\nfor the Degree of Master of Business Administration Corporate Name : UNIRAZAK Library PDF Full Text : Login required to access this item.

Abstract : UNIRAZAK Library

This research proposal explores the influence of social media on Malaysian consumer intentions to boycott products. With 83.1% of the Malaysian population engaging with social media, these platforms have become significant in shaping public opinion and consumer behavior. The study investigated how exposure to boycott-related content and peer interactions on social media impact consumer intentions to boycott. It addresses a critical gap in understanding the mechanisms through which social media influenced consumer activism. This study employed a quantitative-method approach to explore the influence of social media on Malaysian consumers' intentions to boycott products. The research designed integrated quantitative surveys to gather comprehensive data on consumer behavior. Methodologically, the study examined the impact of exposure to boycott-related content and peer interactions on social media, focusing on cognitive evaluations as mediating factors. Statistical analysis was used to test hypotheses related to these influences and identify variables such as cultural context and perceived effectiveness of boycotts. This approach provided actionable insights for marketers, policymakers, and advocacy groups, enhancing strategies for ethical consumption advocacy. The research provided insights for marketers, policymakers, and advocacy groups to design effective strategies for promoting ethical consumption behaviors. The findings provided a major contribution to academic literature by offering a comprehensive understanding of the factors driving consumer participation in boycotts within the social media context. The study also tested several hypotheses related to social media influence, cognitive and affective evaluations, and factors such as cultural context and perceived effectiveness, ultimately the study elucidated the complex dynamics at play in consumer boycott intentions.

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