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Understanding the Role of Social Media Influencers and Cultural Values on Consumer Purchase Behavior: a Qualitative Study in Brunei Darussalam

Year: 2025

Type: article

Abstract: This study explores the qualitative dimensions of social media influencers, cultural values, and technology in shaping consumer purchasing behavior in Brunei Darussalam. Employing a thematic analysis of in-depth interviews with five social media influencers, the research highlights how Brunei’s unique cultural framework influences consumer trust, purchase behavior, and the digital strategies of influencers. The qualitative findings suggest that while trust in influencers is developing, technological limitations and cultural conservatism still present significant challenges to e-commerce in Brunei. These insights provide practical implications for businesses seeking to navigate Brunei’s cultural and digital landscape. Future research should investigate the role of technology in overcoming these barriers.

Source: Malaysian E Commerce Journal

DOI: 10.26480/mecj.01.2025.07.10

Authors: Frah Rukhsar Khan, Siew Poh Phung, Valliappan Raju

Institutions: Limkokwing University of Creative Technology, Perdana University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7125525928

FWCI:

Cites: 10

Cited by:

Related to: 10