Social Media as Persuasive Technology for Business in Malaysia
Social Media as Persuasive Technology for Business in Malaysia
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社交媒体作为马来西亚商业的说服性技术
DOI：
10.4018/ijebr.2015040102
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发表时间：
2015
期刊：
影响因子：
--
通讯作者：
S. Salam
中科院分区：
文献类型：
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作者：
S. Hassan;N. Shiratuddin;S. Salam
由于社交媒体作为一种有效的营销工具的巨大潜力，社交媒体用于商业目的的使用呈指数级增长。然而，评估社交媒体作为一种说服性技术的有效性的研究有限，特别是在发展中国家。因此，本研究试图评估社会媒体作为马来西亚企业的说服性技术的感知影响。为此，我们对1，196名社交媒体用户进行了问卷调查。调查采用了地理聚类抽样和简单随机抽样的方法，在马来西亚的五个地区挑选参与者。调查结果显示，社交媒体可以对企业产生重大影响，大多数社交媒体用户认为社交媒体内容确实可以说服人们购买所提供的产品或服务。此外，研究发现，社交媒体内容也会显著影响购买决策。
The use of social media for business purposes has been growing exponentially due to its great potential as an effective marketing tool. Nonetheless, studies which assess how effective social media can be as a persuasive technology are limited, especially in the context of developing countries. Therefore, this study attempts to evaluate the perceived impact of social media as a persuasive technology for businesses in Malaysia. To accomplish this, a questionnaire survey was conducted with 1,196 social media users. Geographical clustering sampling was used, together with simple random sampling to select participants for the survey, which was based in five regions in Malaysia. The outcome of the survey shows that social media can have a significant impact on business and that the majority of social media users perceive that social media content can indeed persuade people to purchase products or services offered. Furthermore, it was found that social media content can also significantly influence purchasing decisions.