Subscribe Now Subscribe Today
Science Alert
 
FOLLOW US:     Facebook     Twitter
Blue
   
Curve Top
Asian Journal of Marketing
  Year: 2018 | Volume: 12 | Issue: 1 | Page No.: 1-11
DOI: 10.3923/ajm.2018.1.11
Neuroticism Indifference to Brand Familiarity and Social Influence Towards Purchase Intention in Social Networking Services (SNS) in Malaysia
Azrin Ali , Arun Kumar Tarofder and S.M. Ferdous Azam

Abstract:
Background and Objective: The usefulness of social networking services (SNS) to businesses has remained under scrutiny. Nevertheless, one valid defend for SNS worth is its influence on users’ purchase intention on product and services. Therefore, it is vital to examine the factors that influence purchase intention in SNS for marketers to better plan and strategize marketing plans. Due to sparse evidence on SNS viability for businesses in Malaysia, this study was conducted to examine the effects of social influence and brand familiarity in SNS on purchase intention, while accounting for the mediating role that personality trait played in SNS. Materials and Methods: About 369 SNS members were surveyed to test their purchase intention based upon opinions of friends, acquaintances and familiarity of brands. This study adopts Stimulus Organism Response (SOR) model and personality traits profiled from Big Five Factor model. The structural model fit and hypothesis testing are validated using structural equation modeling-AMOS 20. Results: The results indicate that social influence and brand familiarity significantly and directly affect SNS users’ purchase intention. However, result shows that SNS users with particular personality trait, neuroticism, were neither influenced by friends, acquaintances, nor brand familiarity in intention to purchase. These findings are aligned with neurotic personality traits, which are portrayed as highly sensitive and anxious in facing external situations. They need more than superficial interactions to affect decision making. Conclusion: SNS could increase sales via endorsements, social media engagement and branding activities in SNS, while generating alternative advertising for different types of personality traits.
PDF Fulltext XML References Citation Report Citation
How to cite this article:

Azrin Ali, Arun Kumar Tarofder and S.M. Ferdous Azam, 2018. Neuroticism Indifference to Brand Familiarity and Social Influence Towards Purchase Intention in Social Networking Services (SNS) in Malaysia. Asian Journal of Marketing, 12: 1-11.

DOI: 10.3923/ajm.2018.1.11

URL: https://scialert.net/abstract/?doi=ajm.2018.1.11

 
COMMENT ON THIS PAPER
 
 
 

 

 
 
 
 
 
 
 
 
 

 
 
 
 
 

       

       

Curve Bottom