Social Media and Consumer Engagement: The Case of Malaysian Student Entrepreneurs

Q3 Business, Management and Accounting

Journal of Asia-Pacific Business Pub Date : 2020-07-02 DOI:10.1080/10599231.2020.1783972

A. Al mamun, Noorshella Binti Che Nawi, N. Nasir, Syed Ali Fazal

引用次数: 9

Abstract

ABSTRACT This study focuses on the factors (i.e., social influence, performance expectancy, perceived trust, perceived risk, perceived enjoyment, and effort expectancy) contributing to the depth of social-media adoption as a business platform and its effect on consumer engagement among student entrepreneurs in Malaysia under the premise of the Unified Theory of Acceptance and Use of Technology (UTAUT). The findings of this study reveal that performance expectancy, perceived risk, perceived trust, and perceived enjoyment significantly affect the depth of social-media adoption, which in turn significantly affects consumer engagement.

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社交媒体与消费者参与：以马来西亚学生企业家为例

本研究的重点是因素(即，社会影响，绩效预期，感知信任，感知风险，感知享受和努力预期)有助于社会媒体采用作为商业平台的深度及其对马来西亚学生企业家消费者参与的影响在接受和使用技术的统一理论(UTAUT)的前提下。本研究的结果表明，绩效预期、感知风险、感知信任和感知享受显著影响社交媒体采用的深度，进而显著影响消费者参与。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Asia-Pacific Business Business, Management and Accounting-Business and International Management

CiteScore

2.50

自引率

0.00%

发文量

期刊介绍： Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.