Title Page
ABSTRACT
Contents
LIST OF ABBREVIATIONS 13
CHAPTER 1. INTRODUCTION 14
1.1. Background of Study 14
1.1.1. Online Marketing 14
1.1.2. Social Media and Social Networking Sites (SNSs) 15
1.1.3. eWOM Engagement Through SNSs 16
1.1.4. eWOM on Purchasing Decision 17
1.1.5. Generation Y Online Shopping Behaviour 18
1.1.6. Generation Z Online Shopping Behaviour 19
1.2. Problem Statement 20
1.3. Research Objectives 22
1.4. Research Questions 23
1.5. Significance of Study 23
1.5.1. Online Social Media Marketer 24
1.5.2. SME's Start-up Companies 24
1.5.3. Academicians and Potential researcher 24
1.6. Definition of Key Terms 25
1.7. Organization of Thesis 27
1.8. Summary 28
CHAPTER 2. LITERATURE REVIEW 29
2.1. Introduction 29
2.2. Overview of Online Marketing 29
2.3. Social Media 30
2.3.1. Phenomenon Social Media 30
2.3.2. Different type of Social Media 32
2.4. eWOM Engagement in SNSs 34
2.5. eWOM on purchase intention 38
2.6. Clients Involvement in Social Networking 40
2.7. Perceived Usefulness of Social Networking 41
2.8. Perceived Trust in Contacts on Social Media 42
2.9. Generation Y in Malaysia 43
2.10. Generation Z in Malaysia 45
2.11. Proposed Conceptual Framework 46
2.12. Hypotheses Development 48
2.13. Summary 50
CHAPTER 3. METHODOLOGY 51
3.1. Introduction 51
3.2. Research Design 51
3.2.1. Exploratory Study 53
3.2.2. Descriptive Study 54
3.3. Sampling Design 54
3.4. Sampling Method 54
3.5. Target Population 55
3.6. Sample Size 56
3.7. Data Collection 56
3.8. Questionnaire Design 57
3.9. Proposed Analysis Technique 65
3.9.1. Descriptive Analysis 65
3.9.2. Multiple Regression Analysis 65
3.9.3. Reliability Analysis 66
3.9.4. Validity Analysis 68
3.10. Summary 68
CHAPTER 4. ANALYSIS AND FINDINGS 69
4.1. Introduction 69
4.2. Respondents Demographic Profiles 70
4.3. Social Networking Sites (SNSs) Usage in General 72
4.4. Factors Influencing eWOM Engagement on SNSs 75
4.4.1. Clients Involvement 75
4.4.2. Perceived Usefulness 76
4.4.3. Perceived Trust 77
4.5. Summary 79
CHAPTER 5. DISCUSSION AND CONCLUSION 82
5.1. Introduction 82
5.2. Summary 82
5.3. Discussion 83
5.4. Limitations of the Study 85
5.5. Implications 85
5.6. Recommendations/ Suggestions 86
5.7. Conclusion 88
LIST OF REFERENCES 90
Appendices 101
Questionnaire 102
Data Output 103
요약 113
Table 3.1. The research variables measurement items and their... 58
Table 3.2. Key Factors and Measurement Items for... 64
Table 3.3. Summary of Questionnaire 65
Table 3.4. Cr on bach's alpha reliability test results 67
Table 4.1. Profiles of the Malaysian Generation Y and... 70
Table 4.2. General use of SNSs among Malaysian... 74
Table 4.3. Regression test for H1: Customers Involvement (CI) 76
Table 4.4. Regression test for H2: Perceived Usefulness (PU) 77
Table 4.5. Regression test for H3: Perceived Trust (PT) 78
Table 4.6. Summary of Regression analysis on research variables 80
Figure 2.1. Proposed Conceptual Framework 47
Figure 3.1. Overall Research Flow 52