Social Media Factors and Purchase Intention of Beauty Products in Mauritius
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 Ele...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
INTI International University
2019
|
| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1318/ http://eprints.intimal.edu.my/1318/1/ij2019_44.pdf |
| _version_ | 1848766703794651136 |
|---|---|
| author | Lim, Kim Yew Maysoon Hanaa, Mohamodhossen Wong, Chee Hoo Ng, Alex, Hou Hong Tan, Owee Kowang |
| author_facet | Lim, Kim Yew Maysoon Hanaa, Mohamodhossen Wong, Chee Hoo Ng, Alex, Hou Hong Tan, Owee Kowang |
| author_sort | Lim, Kim Yew |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T11:55:22Z |
| format | Article |
| id | intimal-1318 |
| institution | INTI International University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:55:22Z |
| publishDate | 2019 |
| publisher | INTI International University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | intimal-13182024-04-18T05:20:27Z http://eprints.intimal.edu.my/1318/ Social Media Factors and Purchase Intention of Beauty Products in Mauritius Lim, Kim Yew Maysoon Hanaa, Mohamodhossen Wong, Chee Hoo Ng, Alex, Hou Hong Tan, Owee Kowang HF Commerce QA75 Electronic computers. Computer science T Technology (General) 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. INTI International University 2019 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/1318/1/ij2019_44.pdf 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 e2600-7320 https://intijournal.intimal.edu.my |
| spellingShingle | HF Commerce QA75 Electronic computers. Computer science T Technology (General) Lim, Kim Yew Maysoon Hanaa, Mohamodhossen Wong, Chee Hoo Ng, Alex, Hou Hong Tan, Owee Kowang Social Media Factors and Purchase Intention of Beauty Products in Mauritius |
| title | Social Media Factors and Purchase Intention of Beauty Products in Mauritius |
| title_full | Social Media Factors and Purchase Intention of Beauty Products in Mauritius |
| title_fullStr | Social Media Factors and Purchase Intention of Beauty Products in Mauritius |
| title_full_unstemmed | Social Media Factors and Purchase Intention of Beauty Products in Mauritius |
| title_short | Social Media Factors and Purchase Intention of Beauty Products in Mauritius |
| title_sort | social media factors and purchase intention of beauty products in mauritius |
| topic | HF Commerce QA75 Electronic computers. Computer science T Technology (General) |
| url | http://eprints.intimal.edu.my/1318/ http://eprints.intimal.edu.my/1318/ http://eprints.intimal.edu.my/1318/1/ij2019_44.pdf |