The Impact of Social Media Advertising Features on Consumers’ Purchase Intention Among Young Malaysians in Klang Valley

Abstract

As social networking services become more widely used in this modern life, social media advertising becomes a more appealing vehicle for increasing ad effectiveness. The use of social media as a platform for marketing and advertisement is becoming more common. However, it is always challenging for organizations to design social media advertisements that successfully engage customers and drive them to purchase the products or services. Therefore, this study aims to identify the main factors related to social media advertising that could predict purchase intention among young consumers in Klang Valley, Malaysia. Six variables were constructed, and the proposed framework was tested using an online questionnaire-based survey of 200 respondents. The results hopefully can provide guidelines to researchers and marketers on how to plan and implement their advertising over social media platforms.