Browsing by Author "Muharam, Farrah Merlinda"

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Factors Affecting Online Purchase Intention of Electronic Products
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Kai, Liew Jing; Muharam, Farrah Merlinda
Online shopping is very popular nowadays and characterized with convenience, fast and easy. It is so effortless to purchase on the internet since the information, price and reviews about the product can be reviewed on the internet easily. Therefore, many companies choose to use social media marketing to promote their products and reach their target market. Undeniably, social media is an important marketing tools that come with numerous efficient marketing strategies since customers can be connected each other's easily, leads and sales can be identified at a minimal cost, and the awareness of a brand can be increased. The trend of online shopping is booming. As such, this study aims to investigate the impacts of social media marketing, customer trust and perceived risk on online shopping intention for electronic products. Questionnaires were distributed to 103 respondents. Statistical Package for Social Science (SPSS) was used for data analysis via methods of reliability analysis and multiple regression. The finding shows that customer's trust has a positive impact on online purchase intention. However, social media marketing and perceived risk have no relationship with online purchase intention. Future studies are recommended to further investigate the insignificant result of the study.
Implementing Social Media Efforts and Engagement to Increase Brand Equity and Purchase Intention of a Telecommunication Service Provider
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Chin, Thoo Ai; Ying, Lim Seow; Muharam, Farrah Merlinda; Farrah, Merlinda
Nowadays, telecommunication is an important component of the modern lifestyle and has a significant impact on economic development. However, Covid-19 pandemic has shattered every industry in Malaysia including the telecommunication industry. Since many industries are not allowed to operate during Movement Control Order (MCO), many businesses have transformed to online business model. This indicates that social media marketing is increasingly significant for every business. Use of social media marketing is significant to enhance online social interaction, brand equity, and increase their customer's purchase intention. As such, this study aims to examine the effectiveness of the implemented social media marketing efforts to increase the customers' purchase intention and brand equity of a telecommunication services provider. In this study, quantitative method is conducted by distributing online questionnaires through Google Form and the target population for this study is 200. Statistical Package for the Social Sciences (SPSS) software is used for data analysis. Expected findings for this research is to confirm the social media marketing efforts will have a positive and significant effect on consumers' engagement with brand-related social media content. In conclusion, the findings are expected to increase the effectiveness of the implemented social media marketing efforts that can increase the customers' purchase intention of telecommunication services provided by the company.