مقاله انگلیسی بررسی ارتباط درونی استفاده از رسانه های اجتماعی، رفتار خرید و سلامت روان
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Abstract
The widespread use of social media has created a huge market for digital marketing platforms. However, as people spend more time on social media daily, concerns about its impact on mental health have grown. Although several studies on the effects of social media on mental health have been conducted, the number of studies focusing on this issue, particularly in Malaysia, is still limited. As a result, little is known about the link between social media and purchasing behavior, as well as mental health. In order to fill this gap, the current study examines the relationships between social media use and purchase behavior, social media use and mental health, and purchase behavior and mental health. The data were collected using a quantitative method by distributing a questionnaire to social media users, particularly the X, Y, and Z generations. Data from 195 social media users were analyzed using Partial Least Squares-Structural Equation Modelling (PLS-SEM). There are significant associations between social media use and purchase behavior, as well as the impact of social media use on users’ mental health. There is no evidence, however, to support the significant association between purchase behavior and users’ mental health. The findings can help relevant agencies to better understand the impact of social media use on purchase behavior and mental health, and the impact of purchase behavior on mental health.
Introduction
The number of people using social media has been increasing over the years, making social media an essential medium for disseminating information and marketing products. As of January 2021, there were 4.20 billion active social media users around the world [1]. Malaysia had 28 million social media users, up 7.7% from the previous year (between 2020 and 2021) [2]. The portal [2] also reported that the number of social media users in Malaysia was equivalent to 86.0% of the total population in January 2021. YouTube, WhatsApp, Facebook, and Instagram are among the most popular social media platforms, with an average of 181 minutes spent on social media per day. The widespread use of social media has created a huge market for digital marketing platforms. In this context, social media has been used for social networking as well as online purchasing and selling of goods and services. A survey conducted by Deloitte in 2015 has revealed that consumers who use social media are 29% more likely to make a purchase the same day [3]. According to the report [3], consumers who are influenced by social media are four times more likely to spend more on their purchases. In 2021, 59.5% of Internet users in Malaysia look for brands using social networks, and a total of $120.8 million has been spent on social media advertisements by ad format [2]. Therefore, the impact of social media on consumers’ purchase behavior is visible [4, 5, 6].