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This empirical investigation delineates the potency of social media dynamics in influencing online purchase intentions among Malaysian consumers. This investigation brought an insight into digital marketing strategy by quantifying the extent to which specific attributes of social media—namely the sense of online community, usefulness, openness, participation, and accessibility—are correlated with the willingness to engage in online purchases. Through a survey with 712 respondents, a meticulous Pearson Correlation, and multiple regression analysis, a pronounced positive interconnection between these social media characteristics and purchase intentions has been revealed. The study found that community involvement, usefulness, and openness, had positive and significant effects on online consumer purchase intention. The implications of these results offer a refined understanding of how specific social media elements can be optimized to bolster consumer engagement in a Malaysian context and enhance the theoretical discourse by integrating social media characteristic into models of online consumer behaviours. A further approach to this study can be conducted by focusing on specific segments of the social media user base and a varied set of variables can heighten the future finding.
Ayob et al. (Sun,) studied this question.