The impact of characteristics of social networking sites toward customer buying decision

Toh, Hui Lng (2019) The impact of characteristics of social networking sites toward customer buying decision. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The growth of social networking sites had improved the interaction and communication of each other. The users can share their opinions and experiences through social networking sites and this may impact the other’s behavior in term of purchasing and communication. The purposes of this study were to determine the characteristics of social networking sites toward customer purchase decision. Quantitative research method was used for this research. An empirical study conducted in Melaka and primary data was collected by contribution of questionnaire to 200 participants who are the users of social networking sites. The results and findings of the study showed that the interactive and customer engagement of social networking sites significantly affected customer purchase decision. Moreover, this research provided also implications and recommendations for future research.

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