The usage of social network as a marketing tool: Malaysian Muslim consumers’ perspective
The purpose of this study was to explore the buyer’ s opinion of using social networks as a marketing tool towards purchasing goods through onl ine in Malaysia. A total of 300 questionnaires were distributed to collect data. 27 8 valid questionnaires were received and used for further statisti...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Human Resource Management Academic Research Society
2013
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/34475/1/The_Usage_of_Social_Network_as_a_Marketing_Tool_Malaysian_Muslim_Consumers%E2%80%99_Perspective.pdf |
| Summary: | The purpose of this study was to explore the buyer’
s opinion of using social networks as a
marketing tool towards purchasing goods through onl
ine in Malaysia. A total of 300
questionnaires were distributed to collect data. 27
8 valid questionnaires were received and
used for further statistical analysis. This study r
evealed that the variables, interaction in social
network (time spend on social networking sites) and
perception of security in purchasing goods
online play the most significant role on the purcha
sing preferences for Muslim consumers. The
added value of this paper was to identify the link
between theory and practice and identify the
Muslim consumers’ purchasing decision through socia
l networks. |
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