Year: 2024
Type: article
Abstract: The increased utilisation of social media platforms has been observed to influence consumer behaviour, particularly in online shopping context. This study aims to propose a conceptual framework regarding the factors influencing customer online buying behaviour on TikTok platform among younger generations for a Malaysian fragrance company. The method used for this conceptual paper is based on the literature reviews from journal articles related with the keywords and research area. This study proposed a conceptual framework to further identify and analyse the influence of brand awareness, product variety and psychological factors on online buying behaviour on TikTok. The framework will serve as a guideline for future academic research and practical industry applications by enhancing understanding of online buying behaviour among younger consumers in Malaysia’ fragrance market. The framework will help to inform strategic decisions for businesses and provide border implications for leveraging TikTok as a platform for e-commerce growth in the region.
Authors: Farhan Nadia Bakly, Hamidah Md Yusop, Nurhayaty Abdullah, Nur Syahirah Mohd Lokman
Institutions: Universiti Teknologi MARA System, Universiti Teknologi MARA
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4404185684