Determinants Of Social Media Marketing; Consumers Point Of View

Determinants Of Social Media Marketing; Consumers Point Of View


Hi everyone,
I am Aiman Azharuddin, a student from Management and Science University, Shah Alam. This video is illustrates about my research project that is related towards consumer purchasing behaviour in students at Management and Science University, Shah Alam. I was able to gather as much as 300 respondents for the research conducted through the sharing of the google form (questionnaire) in active applications such as WhatsApp and Instagram.

Independent variables:
Interactivity (IT), personalization (PL), entertainment (ET), trendiness (TR) and word-of-mouth (WOM).

Dependent variable:
Consumer purchasing behaviour (CB).