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The Effect of Social Media Marketing Activity towards Online Shopping Behaviour among Primary School Teachers in Klang Valley

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dc.contributor.author Yi, Goh Jing
dc.contributor.author Kularajasingam, anitha J
dc.contributor.author Subramaniam, Anusuiya
dc.contributor.author Singh, Jugindar Singh Kartar
dc.date.accessioned 2021-10-31T13:45:59Z
dc.date.available 2021-10-31T13:45:59Z
dc.date.issued 2021
dc.identifier.citation Yi, Goh Jing, Kularajasingam, Janitha, Subramaniam, Anusuiya & Singh, Jugindar Singh Kartar (2021) The Effect of Social Media Marketing Activity towards Online Shopping Behaviour among Primary School Teachers in Klang Valley:Business Law, and Management (BLM2): International Conference on Advanced Marketing (ICAM4) An International Joint e-Conference-2021 Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.Pag.301 en_US
dc.identifier.isbn 978-624-5507-15-3
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/23575
dc.description.abstract Social media allows internet users to communicate in the virtual environment. Potential customers around the world can communicate directly to the brand representative or their friends. Furthermore, in regards to the convenience and beneficial perception towards online shopping, the current trend of online shopping among internet users are becoming more significant especially for professionals. The online shoppers in this context is directed towards primary school teachers in Klang Valley where the opportunity lies to examine the effect of social media activity towards online shopping behaviour among primary school teachers in Klang Valley. The purpose of this study is to examine the effect of social media marketing activity towards online shopping behaviour among primary school teachers. This quantitative study utilized a survey approach to collect primary data from 391 primary school teachers in Klang Valley. Based on the results, the significant findings shown in this study found that there are three factors affected online shopping behaviours namely, interaction, trendiness and advertisement. This study provided new insights from the theoretical perspective, and the findings were consistent with the effect of social media activity among primary school teachers and provide a guideline for e-retailers to better design their community features. en_US
dc.publisher Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. en_US
dc.subject Interaction, Online Shopping Behaviour, Social Media Marketing, Trendiness Advertisement en_US
dc.title The Effect of Social Media Marketing Activity towards Online Shopping Behaviour among Primary School Teachers in Klang Valley en_US


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