The Effect of Social Media Marketing on Consumer Purchase Decisions in Klang Valley: The Mediating Role of Brand Awareness
Authors: Deebann A/L Saravanan1; Lim Yuan Xiao1; Yu Yun Qi1
Affiliations:
- 1Faculty of Business, UNITAR International University, Petaling Jaya, Malaysia
Abstract
In Malaysia, social media marketing (SMM) has become a key tool for helping businesses engage and attract consumers, which can lead to purchase decisions. Platforms such as TikTok, Instagram, YouTube, and Facebook are widely used for product discovery, engagement, and purchasing. This study examines the influence of SMM on consumer purchase decisions (CPD) among consumers in Klang Valley, with brand awareness (BA) as a mediating factor. A quantitative approach was used, and data were collected from 404 respondents through a structured questionnaire. The findings indicate that components of SMM, particularly content quality and influencer collaborations, significantly influence CPD, with BA serving as a mediating factor in these relationships. However, BA does not mediate the relationship between brand interactivity and CPD. Overall, BA can still lead to CPD and improve the sales performance of a company. Future research could explore other geographical regions, adopt qualitative methods, and investigate additional factors such as economic and psychological influences, as well as the role of Artificial Intelligence (AI) and chatbots in enhancing the effectiveness of SMM.
Keywords: Social Media Marketing (SMM); Brand Awareness (BA); Consumer Purchase Decisions (CPD)
Suggested citation
Deebann A/L Saravanan, Lim, Y. X., & Yu, Y. Q. (2025). The Effect of Social Media Marketing on Consumer Purchase Decisions in Klang Valley: The Mediating Role of Brand Awareness. In TheSustainImpact International Forum 2025 Book of Abstracts (Vol. 1, Issue 1). TheSustainImpact. ISSN 3051-7362.