FROM CLICK TO CART: HOW SOCIAL MEDIA PLATFORMS AND ECONOMIC FACTORS SHAPE POSTGRADUATE STUDENTS’ BUYING BEHAVIOUR IN KLANG VALLEY, MALAYSIA

Kumaran Kanapathipillai, Farzana Binti Shamsudin, Nur Aina Binti Ahmad, Thanesini Mohan

Abstract


This research investigates the influence of social media platforms on the buying behaviour of postgraduate students in the Klang Valley, Malaysia. More specifically, the investigation explores the types and characteristics of social media platforms used by postgraduate students and examines how economic factors, essentially disposable income and monetary constraints, affect their buying behaviour. This study utilizes a quantitative research design through a structured survey directed at postgraduate students. The chosen sample size comprises 384 postgraduate students, which is deemed sufficient for reliable data analysis. The theoretical framework underlying the data analysis refers to both the Theory of Planned Behaviour and the Technology Acceptance Model. Therefore, the study tests an integrated model aiming to examine the relationship between social media use and the buying behaviour of postgraduate students. The collected data is analysed using SPSS version 29 by applying statistical tools, such as correlation and regression analysis, to outline the significant relationships between variables. The results suggest that the types and characteristics of social media platforms have a substantial effect on shaping the purchasing behaviour of postgraduate students. Nevertheless, economic factors, comprising low income and poor financial context exacerbated by the post-pandemic era, are also relevant in affecting postgraduate students’ purchasing habits. This study is significant for marketers, policymakers, and academics, suggesting that social media has a contextual impact on consumer behaviour. This study recommends that tailoring marketing strategies should cater to postgraduate students’ preferences and should integrate both social media platform features and economic realities.

 

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types of social media, characteristics of social media, economic factors, buying behaviour, postgraduate students

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DOI: http://dx.doi.org/10.46827/ejmms.v9i2.1811

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