The Impact of Social Media Marketing Towards Malaysian Consumers’ Purchasing Behavior on Apparel Products

International Journal of Research and Innovation in Social Science 2026 Open access

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Authors: Suzaini Abdul Ghani, Mohamad Faizul Yahya, Erni Farisha Muhammad Fadzulli
DOI: 10.47772/ijriss.2026.10100366
Cited by: 0

Abstract

The aim of this study is to identify the most influential determinants of consumer purchasing behavior in Malaysia. The independent variables examined are User-Generated Content (UGC), Firm-Generated Content (FGC), and electronic Word of Mouth (eWOM). Data was collected from 250 respondents using a structured questionnaire. Both primary and secondary data were utilized to support the sampling technique and research design. Questionnaires were used to collect data to achieve the research objectives. The findings indicate that UGC, FGC, and eWOM significantly influence consumer purchasing behavior.

Fields of Study & Subjects

Digital Marketing and Social Media Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Publication details

Journal / source
International Journal of Research and Innovation in Social Science
Volume
10
Issue
1
Pages
4751–4761
Publication date
1 January 2026