Social Media Factors and Purchase Intention of Beauty Products in Mauritius

  

Lim Kim Yew¹*, Maysoon Hanaa Mohamodhossen¹, Wong Chee Hoo¹, Alex Hou Hong Ng¹,

Tan Owee Kowang²

  

¹Faculty of Business, Communications and Law, INTI International University, Nilai, Malaysia

 ²Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor, Malaysia


 Corresponding author: kimyew.lim@newinti.edu.my


AbstractSocial 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.

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

 

Vol.2019:044