Exploring the Determinants of Purchase Intention on Social Media: A Study among University Students

Abstract

The rapid expansion of Social Media (SM) has revolutionised consumer interactions with digital content, creating both opportunities and challenges for businesses aiming to influence purchase intention. This study investigates how perceived value, informativeness, and personalisation shape purchase intention on SM platforms among university students at Universiti Malaysia Perlis (UniMAP), Malaysia. Addressing the need to understand the drivers of effective digital marketing, the research employs a cross-sectional design with data collected via a random survey of 375 students. Multiple regression analyses reveal that while perceived value and informativeness positively influence purchase intention, personalisation unexpectedly demonstrates a negative relationship. These findings underscore the nuanced role of personalised advertising and the potential privacy concerns associated with it. The results highlight informativeness as the most significant predictor of purchase intention, emphasising the importance of delivering relevant and valuable content. In contrast, personalisation’s negative impact suggests a need for cautious implementation to avoid alienating consumers. This study enriches existing literature by bridging theoretical insights with practical applications, offering actionable strategies for optimising consumer engagement in digital marketing. Practical implications emphasise balancing value delivery and addressing consumer apprehensions in personalised marketing to enhance consumer trust and drive purchase behaviour effectively. This research offers a foundation for future exploration of consumer behaviour in SM contexts.