The Effect of Social Media Marketing on Consumer Purchase Decisions in Klang Valley: The Mediating Role of Brand Awareness

Sharareh Shahidi Hamedani, Deebann Saravanan, Lim Yuan Xiao, Yu Yun Qi

Abstract


In Malaysia, social media marketing (SMM) has become key tools in helping businesses to engage and attract with their consumer which could lead to purchase decisions. Nowadays, platforms such as TikTok, Instagram, YouTube, and Facebook are widely used for product discovery, engagement and making purchases of the product. This study examines the influence of SMM on consumer purchase decisions (CPD) among consumers in Klang Valley, with brand awareness (BA) as a mediating factor. The quantitative approach was used, and data were collected from 404 respondents through a structured questionnaire. The findings indicated that the components of SMM, particularly content quality and influencer collaborations significantly influence CPD with BA serving as mediating factor in these relationships. Nevertheless, BA does not have the mediate relationship between brand interactivity with CPD. However, BA, which could lead to CPD and drive the sales performance of the company. Future research could explore other geographical regions, adopt qualitative method, and investigate additional factors such as economic and psychological factors as well as the role of Artificial Intelligence (AI) and chatbots in enhancing the effectiveness of SMM.

Full Text:

PDF

References


Aghaei, M., Sahebi, A. Ghasemian, & Kordheydari, R. (2021). Investigating the change in customers’ sustainable consumption behaviour after the outbreak of COVID-19. International Journal of Applied Marketing and Management, 6(1), 34–49. https://www.researchgate.net/publication/354947357_Investigating_the_Change_in_Customers

Agil, H., Ahmad, A, L., & Azlan, A. A (2022). The impact of social media advertising features on the purchase intention of the Malay millennial consumer. SEARCH Journal of Media and Communication Research, 14(3), 59–73. https://fslmjournals.taylors.edu.my/wp-content/uploads/SEARCH/SEARCH-2022-14-3/SEARCH-2022-P4-14-3.pdf

Alamsyah, D. P., Ratnapuri, C. I., Aryanto, R., & Othman, N. A. (2021). Digital marketing: Implementation of digital advertising preference to support brand awareness. Academy of Strategic Management Journal, 20(2), 1-10. https://www.academia.edu/download/77628938/digital-marketing-implementation-of-digital-advertising-preference-to-support-brand-

Ali, F., Suveatwatanakul, C., Nanu, L., Ali, M., & Terrah, A. (2025). Social media marketing and brand loyalty: Exploring interrelationships through symmetrical and asymmetrical modeling. Spanish Journal of Marketing – ESIC, 29(1), 114-135. https://doi.org/10.1108/sjme-08-2023-0219

Al-Qudah, O. M. A. (2020). The effect of brands’ social network content quality and interactivity on purchase intention: Evidence from Jordan. Management Science Letters, 10, 3135-3142. https://www.growingscience.com/msl/Vol10/msl_2020_145.pdf

Álvarez-Monzoncillo, J. M. (2022). The Dynamics of Influencer Marketing: A Multidisciplinary Approach. Routledge. https://www.researchgate.net/publication/363672644_The_Dynamics_of_Influencers_Marketing

Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A, G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administration Insights (JPVAI), 2(2), 5-10. https://www.researchgate.net/publication/334775705_The_Impact_of_Brand_Awareness_and_Social_Media_Content_Marketing_on_Consumer_Purchase_Decision

Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 1-15. https://doi.org/10.3390/su15032744

Baber, H. (2022). Application of the AIDA model of advertising in crowdfunding. International Journal of Techno Entrepreneurship, 4(3), 167-179. https://www.inderscienceonline.com/doi/abs/10.1504/IJTE.2022.127141

Barbera, J., Naibert, N., Komperda, R., & Pentecost, T. C. (2020). Clarity on Cronbach’s Alpha use. Journal of Chemical Education, 98(2), 257–258. https://doi.org/10.1021/acs.jchemed.0c00183

Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2022). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 1-12. https://doi.org/10.1016/j.jretconser.2022.103149

Browning, L. M. (2024, June 13). The AIDA model: A proven framework for converting strangers into customers. HubSpot. https://blog.hubspot.com/marketing/aida-model

Cahyaningsih, N. P. R., & Yulianti, W. (2024). AIDA Model communication strategy on capacity digital promotional activities in encouraging purchasing decisions. Jurnal Mantik, 7(4), 3949-3958. http://iocscience.org/ejournal/index.php/mantik/article/view/4925

Cartwright, S., Liu, H., & Davies, I. A. (2022). Influencer marketing within business-to-business organisations. Industrial Marketing Management, 106, 338–350. https://doi.org/10.1016/j.indmarman.2022.09.007

Chen, S. (2024). The impact of brand awareness on purchase intention. Highlights in Business, Economics and Management, 30, 239-246. https://drpress.org/ojs/index.php/HBEM/article/download/19856/19438

Chen, X., & Qasim, H. (2020). Does E-Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer - Based brand equity and love. Journal of Consumer Behaviour, 20(5), 1065-1077. https://doi.org/10.1002/cb.1915

Chen, Y., Qin, Z., Yan, Y., & Huang, Y. (2024). The power of influencers: How does influencer marketing shape consumers’ purchase intentions? Sustainability, 16(13), 1-18. https://doi.org/10.3390/su16135471

Dhanesh, G., Duthler, G., & Li, K. (2022). Social media engagement with organization-generated content: Role of visuals in enhancing public engagement with organizations on Facebook and Instagram. Public Relations Review, 48, 1-10. https://e-tarjome.com/storage/panel/fileuploads/2022-06-27/1656310598_e16746.pdf

Gupta, Y. and Khan, F.M. (2024). Role of artificial intelligence in customer engagement: A systematic review and future research directions. Journal of Modelling in Management, 19(5), 1535-1565. https://doi.org/10.1108/JM2-01-2023-0016

Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 1-10. https://doi.org/10.1016/j.jjimei.2022.100102

Hanion, A. (2023, March 20). The AIDA model. Smart Insights. https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/

Hayes, A. (2024, June 27). Descriptive statistics: Definition, overview, types, and examples. Investopedia. https://www.investopedia.com/terms/d/descriptive_statistics.asp

Hollebeek, L. D., Menidjel, C., Sarstedt, M., Jansson, J., & Urbonavicius, S. (2024). Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research. Psychology and Marketing, 41(4), 880–898. https://doi.org/10.1002/mar.21957

Hong, J. H., Yang, J., Bhappu, A. D., & Wooldridge, B. R. (2021). Sharing consumers’ brand storytelling: Influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product & Brand Management, 31(2), 265-278. https://www.researchgate.net/publication/352132874_Sharing_consumers

Hosain, M. S., & Mamun, A. M. A. (2023). The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: Evidence from three South Asian countries. Business Analyst Journal, 44(2), 84–105. https://doi.org/10.1108/baj-06-2023-0053

Howe, S. (2024, May 3). Social media statistics for Malaysia [Updated 2024]. Meltwater. https://www.meltwater.com/en/blog/social-media-statistics-malaysia

Institute for Digital Research and Education. (n.d.). What does Cronbach’s alpha mean? UCLA: Statistical Consulting Group. Retrieved March 16, 2025, from https://stats.oarc.ucla.edu/spss/faq/what-does-cronbachs-alpha-mean/

Kaliyadan, F. & Kulkarni, V. (2019). Types of variables, descriptive statistics, and sample size. Indian Dermatology Online Journal, 10(1), 82-86. https://pmc.ncbi.nlm.nih.gov/articles/PMC6362742/

Kumar, A. (2024. November 12). Comprehensive guide to descriptive vs inferential statistics. Simplilearn Solutions. https://www.simplilearn.com/difference-between-descriptive-inferential-statistics-article

Kuzminov, M. (2024, August 14). How influencers can drive consumer purchasing behavior. Forbes. https://www.forbes.com/councils/forbesagencycouncil/2024/08/14/how-influencers-can-drive-consumer-purchasing-behavior/

Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022). Transforming consumers' intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185, 1-16. https://www.sciencedirect.com/science/article/pii/S0040162522005881

Noor, S., Tajik, O., & Golzar, J. (2022). Simple random sampling. International Journal of Education and Language Studies, 1(2), 78-82. https://www.ijels.net/article_162982_c72b367615dfd1f4d7bd9d4ff60cbef6.pdf

Palalic, R., Ramadani, V., Mariam Gilani, S., Gërguri-Rashiti, S., & Dana, L. P. (2021). Social media and consumer buying behavior decision: What entrepreneurs should know? Management Decision, 59(6), 1249-1270. https://www.emerald.com/insight/content/doi/10.1108/MD-10-2019-1461/full/html

Pervej, M. (2017). An analysis of financial performance of private sector textile units in Maharashtra using multiple regression model. Oman Chapter of Arabian Journal of Business and Management Review, 6(12), 58-68. https://www.arabianjbmr.com/pdfs/Arabian%20Journal%20of%20Business%20and%20Management%20Review%20(Oman%20Chapter)_OM_VOL_6_12/7.pdf

Rachman, S. A., Rahman, M. F., & Sakitri, W. (2025). Mediating role of brand awareness: The influence of social media marketing and product quality on purchasing decisions. ACMAN: Accounting and Management Journal, 4(2), 79–92. https://doi.org/10.55208/aj.v4i2.141

Rahman, M. M., Tabash, M. I., Salamzadeh, A., Abduli, S., & Rahaman, M. S. (2022). Sampling techniques (probability) for quantitative social science researchers: A conceptual guidelines with examples. SEEU Review, 17(1), 42-51. https://intapi.sciendo.com/pdf/10.2478/seeur-2022-0023

Sand, A. (2022). Inferential statistics is an unfit tool for interpreting data. Applied Sciences, 12, 1-11. https://www.researchgate.net/publication/362393358_Inferential_Statistics_Is_an_Unfit_Tool_for_Interpreting_Data

Schober, P., Boer, C., & Schwarte, L. A. (2018). Correlation coefficients: Appropriate use and interpretation. Anesthesia & Analgesia, 126(5), 1763-1768. https://journals.lww.com/anesthesia-analgesia/fulltext/2018/05000/correlation_coefficients__appropriate_use_and.50.aspx

Schomaker, M. (2020). Regression and causality. Conrnel University. https://arxiv.org/abs/2006.11754

Shiyab, W., Ferguson, C., Rolls, K., & Halcomb, E. (2023). Solutions to address low response rates in online surveys. European Journal of Cardiovascular Nursing, 22(4), 441–444. https://doi.org/10.1093/eurjcn/zvad030

Shukri, S., Azman, N. B., Budiarto, D. S., Sudin, S., & Sofiadin, A. (2023). Factor influencing consumers preference in Klang Valley market: A study of natural personal care products. Information Management and Business Review, 15(4), 536–545. https://doi.org/10.22610/imbr.v15i4(si)i.3635

Siddharta, A. (2023, June 5). Share of Facebook users Malaysia 2023, by age and gender. Statista. https://www.statista.com/statistics/1379461/malaysia-share-of-facebook-users-by-age-and-gender/

Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273–1296. https://link.springer.com/article/10.1007/s11165-016-9602-2

Thomas, L. (2020, August 28). Simple random sampling | Definition, steps & examples. Scribbr. https://www.scribbr.com/methodology/simple-random-sampling/

Tristanto, T. A., Hurriyati, R., Dirgantari, P. D., & Elyusufi, A. M. (2021). AIDA Model as a marketing strategy to influence consumer buying interest in the digital age. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(4), 12575-12586. https://bircu-journal.com/index.php/birci/article/view/3319

Vo, D. T., Nguyen, L. T. V., Dang-Pham, D., & Hoang, A. P. (2024). When young customers co-create value of AI-powered branded app: The mediating role of perceived authenticity. Young Consumers, 25(5), 557-578. https://doi.org/10.1108/YC-06-2023-1759

Wu, M., Zhao, K., & Fils-Aime, F. (2022). Response rates of online surveys in published research: A meta-analysis. Computers in Human Behavior Reports, 7, 1-11. https://doi.org/10.1016/j.chbr.2022.100206

Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behaviour in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144–167. https://www.proquest.com/docview/2438206569

Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2025). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence & Planning, 43(1), 28-49. https://doi.org/10.1108/MIP-06-2023-0248




DOI: https://doi.org/10.5296/jebi.v12i1.23244

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 sharareh Shahidi Hamedani, Deebann Saravanan, Lim Yuan Xiao, Yu Yun Qi

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Journal of Entrepreneurship and Business Innovation  ISSN 2332-8851  Email: jebi@macrothink.org

Copyright © Macrothink Institute 

To make sure that you can receive messages from us, please add the 'macrothink.org' domains to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', please check your 'spam' or 'junk' folder.