The Factors That Influence Social Media Review Towards Customers’ Decision Making In Malaysia Food Industry

Jumali, Shamine Izaty (2017) The Factors That Influence Social Media Review Towards Customers’ Decision Making In Malaysia Food Industry. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The development and enhancement of technology empowered consumers to share their knowledge and opinion through online especially social media.Thus,electronic word of mouth (eWOM) using social media as platforms were recently adopted and preference by consumer to review and look further information about products,services,brand and etc.However,the influences that really in major concern for consumers to engage in online activity.This research project empirically identified the factors that influence social media review towards customers’ decision making in Malaysia food industry.The Technology Acceptance Model (TAM) was applied to study the influence of the factors regards for this research.Elements of the research which are perceived ease of use and perceived usefulness towards attitude to use social media investigated the factors that influence social media review towards customers’ decision making in Malaysia food industry.This research used quantitative method which have collected 384 total of targeted respondents in Melaka between 18 to 45 years old who are internet user and had knowledge using and conducting the social media review.The results were analysed using Software Package for Social System (SPSS). The findings verified that both factors,perceived ease of use and perceived usefulness positively influenced social media review towards customers’ decision making in Malaysia.Thus,these findings provided beneficial information for marketing practitioners for manager and business owners’ to improvise the quality of a new advertising tools for maximum usage of social media review.

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