Hassan, Haslinda and Mohamad, Rosli and Mohamad Hsbollah, Hafizah and Raja Mohd Ali, Raja Haslinda (2021) Determinants and Impact of Cloud Marketing on Mental Health of Malaysian Consumers (S/O 14574). Project Report. UUM. (Submitted)

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Abstract

Extant studies have shown that marketers can influence user attitude towards products or services offered by using social media platforms. Evidence also suggests that social media use is associated with a myriad mental health issues, including depression, anxiety, and stress. While the potential of social media platforms for marketing (hence, cloud marketing) is evident, empirical studies have not fully investigated its impact on user attitude and mental health. The use of various SM platforms for marketing activities refers to Social Media Marketing (SMM) or cloud marketing. Traditionally, advertising has been confined to printing, television, and radio, and has been linked to brick-and-mortar stores. The study aims to examine the determinants and influence of SMM use on Malaysian consumers’ mental health. A quantitative method was adopted in this study, whereby a questionnaire was distributed to social media users for data collection. Partial Least Squares-Structural Equation Modelling (PLS-SEM) (version 3) was used to analyse the data collected from 203 social media users. Research findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. None of the determinant factors (usefulness, ease of use, and enjoyment) influence SMM use. The use of SMM affects both cognitive (awareness and knowledge) and affective (liking and preference) attitude, which in turn, affects purchase behaviour. Also, mental health is affected by SMM use, but not by purchase behaviour. The findings provide useful insights for the industry and government agencies to better understand the impact of SMM use on user attitude and mental health, thereby assisting them to understand consumer behaviour, develop product branding strategies, and establish guidelines that could protect the state of the mental health of users.

Item Type:	Monograph (Project Report)
Additional Information:	GERAN PENJANAAN
Subjects:	Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions:	Research and Innovation Management Centre (RIMC)
Depositing User:	Mrs Nurin Jazlina Hamid
Date Deposited:	27 Dec 2023 10:42
Last Modified:	27 Dec 2023 10:42
URI:	https://repo.uum.edu.my/id/eprint/30211

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