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The usage of social network as a marketing tool: Malaysian Muslim consumers’ perspective

Sarwar, Abdullah Al-Mamun and Haque, A. K. M. Ahasanul and Yasmin, Farzana (2013) The usage of social network as a marketing tool: Malaysian Muslim consumers’ perspective. International Journal of Academic Research in Economics and Management Sciences, 2 (1). pp. 93-102. ISSN 2226-3624

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The purpose of this study was to explore the buyer’ s opinion of using social networks as a marketing tool towards purchasing goods through onl ine in Malaysia. A total of 300 questionnaires were distributed to collect data. 27 8 valid questionnaires were received and used for further statistical analysis. This study r evealed that the variables, interaction in social network (time spend on social networking sites) and perception of security in purchasing goods online play the most significant role on the purcha sing preferences for Muslim consumers. The added value of this paper was to identify the link between theory and practice and identify the Muslim consumers’ purchasing decision through socia l networks.

Item Type: Article (Journal)
Additional Information: 5056/34475
Uncontrolled Keywords: Social networking sites, purchasing preferences, Muslim consumers, O\online shopping.
Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Prof. Dr Ahasanul Haque
Date Deposited: 19 Jan 2014 17:06
Last Modified: 14 Jul 2014 12:42
URI: http://irep.iium.edu.my/id/eprint/34475

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