Social Media Factors and Purchase Intention of Beauty Products in Mauritius

Lim, Kim Yew and Maysoon Hanaa, Mohamodhossen and Wong, Chee Hoo and Ng, Alex, Hou Hong and Tan, Owee Kowang (2019) Social Media Factors and Purchase Intention of Beauty Products in Mauritius. INTI JOURNAL, 2019 (44). ISSN e2600-7920


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Social media marketing has shown its impact when it comes to boosting e-commerce. However, there are very limited academic research focuses on the relationship between social media marketing and purchase intention of beauty products in Mauritius. The objectives of this research is to investigate Electronic Word of Mouth, Social Networking Sites and Mobile Applications and purchase intention. The study population involves 267 questionnaires filled by the female population via convenience sampling method. Multiple regression analysis is conducted using SPSS. The research finds significant positive relationship between Electronic Word of Mouth and Social Networking Sites with Purchase Intention. In this respect, beauty product seller could benefit from this research by obtaining better understanding on social media marketing strategies.

Item Type: Article
Uncontrolled Keywords: Purchase Intention, Electronic word-of-mouth, Social Networking Sites, Mobile Applications
Subjects: H Social Sciences > HF Commerce
Q Science > QA Mathematics > QA75 Electronic computers. Computer science
T Technology > T Technology (General)
Divisions: Faculty of Business, Communications & Law
Depositing User: Unnamed user with email
Date Deposited: 20 Nov 2019 04:54
Last Modified: 20 Dec 2019 05:30

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