The Impact of Social Media Marketing Towards Malaysian Consumers’ Purchasing Behavior on Apparel Products

The aim of this study is to identify the most influential determinants of consumer purchasing behavior in Malaysia. The independent variables examined are User-Generated Content (UGC), Firm-Generated Content (FGC), and electronic Word of Mouth (eWOM). Data was collected from 250 respondents using a structured questionnaire. Both primary and secondary data were utilized to support the sampling technique and research design. Questionnaires were used to collect data to achieve the research objectives. The findings indicate that UGC, FGC, and eWOM significantly influence consumer purchasing behavior.

User-Generated Content (UGC), Firm-Generated Content (FGC), Electronic Word of Mouth (eWOM)

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