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The role of social media marketing and product involvement on consumers' purchase intentions of smartphones

Mark Dirikorigha Salvation () and Shahryar Sorooshian ()
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Mark Dirikorigha Salvation: Faculty of Industrial Management, Universiti Malaysia Pahang, Kuantan, Lebuhraya Tun Razak, Gambang – 26300,Pahang, Malaysia
Shahryar Sorooshian: Faculty of Industrial Management, Universiti Malaysia Pahang, Kuantan, Lebuhraya Tun Razak, Gambang – 26300, Pahang, Malaysia,

Computational Methods in Social Sciences (CMSS), 2018, vol. 6, issue 1, 65-81

Abstract: The technological development in general and the growing popularity of social media in particular has opened a new opportunity for companies to better engage consumers through online communities, social networking sites and blogs. Despite the growing market potential of the social media, many companies are still reluctant to incorporate it into their marketing campaign on the premise that social media advertising is a very personalized way of advertisement and promotions which target only a certain small groups which are interested in a particular domain, quite unlike conventional advertising strategy. Thus, the study examined the role of social media marketing and product involvement on consumers' purchase intentions of smartphones. A sample of 200 college students were surveyed and the data analyzed using SPSS. On analyzing the study, it was found that companies use social media to engage their target consumers online. This indicates that social media do not only help smartphone marketers to effectively interact with their target audience given its ability to encourage back-and-forth interaction between the consumers and the company unlike the one-way traditional media but it also encourages the readers to buy the advertised products. On the findings from the hypotheses, it was found that all the hypotheses were supported and this indicates that social media marketing significantly influences consumers’ decision to buy smartphones. However, this is mediated by the type of advertisement and product involvement. These findings would help marketers and firms to make hard economic decisions.

Keywords: Social media marketing; product involvement; consumers' purchase intentions (search for similar items in EconPapers)
Date: 2018
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