Social Media Factors and Purchase Intention of Beauty Products in Mauritius

Authors

  • Lim Kim Yew Faculty of Business and Communication and Law, INTI International University, Putra Nilai, Negeri Sembilan, Malaysia
  • Maysoon Hanaa Mohamodhossen Faculty of Business and Communication and Law, INTI International University, Putra Nilai, Negeri Sembilan, Malaysia
  • Wong Chee Hoo Faculty of Business and Communication and Law, INTI International University, Putra Nilai, Negeri Sembilan, Malaysia
  • Alex Hou Hong Ng Faculty of Business and Communication and Law, INTI International University, Putra Nilai, Negeri Sembilan, Malaysia
  • Tan Owee Kowang Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor, Malaysia

Keywords:

Purchase Intention, Electronic word-of-mouth, Social Networking Sites, Mobile Applications

Abstract

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.

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Published

2019-11-20

Issue

Vol. 2019: INTI Journal

Section

Articles

License

Copyright (c) 2019 INTI Journal

Creative Commons License

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