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Abstract

As the world evolved, Internet is no longer a strange term to the human. In fact,

Social Network Sites (SNS) have burst into a high popularity among Internet users especially

students. The purpose of this research is to seek the usefulness of social networking sites among

its users in seeking information about products online before making the purchases. A total of 71

respondents were selected for this research. Each respondent was given a set of questions aimed

at assessing their consumption of information sharing, research and trust on information

available on the Social Network Sites (SNSs) before making the purchases. Data was collected

via the use of an online survey platform then interpreted through graphical representations in

percentages. Results indicated that IIUM students make used the information on SNSs. In

addition, the students tend to believe the information and passed the information to other users.

The implications of the result were although the information is easily obtained through SNSs,

students shall know they should be careful before making the final decision to purchase the

products. They may be cheated by irresponsible sellers. Furthermore, the preferences and tastes

vary among students.

Keywords: information on the Internet, purchasing behavior, IIUM students

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Introduction

As the world evolved, Internet is no longer a strange term to the human. In fact, Social

Network Sites (SNS) have burst into a high popularity among Internet users. According to

Diffley, Kearns, Bennett, and Kawalek (2011), “Social media are tools that provide people with

the ability to collaborate and communicate with one another online” (p 1) . Among popular SNS

are Facebook, Twitter, Blog and Instagram to name a few. Realizing the popularity of all these

sites, businessmen have sought the opportunity to promote their products and services online.

For the customers, especially students, it is a tool for them for a quick search to get information

before purchasing products.

Nowadays, most students can be found purchasing products through online, after

investigate the products’ review and making comparisons. It is an advantage as there are many

products available online. D’Silva, Bhuptani, Menon, and D’Silva S. (2011), have found that

there is an increasing number of users among teenagers on social media. Marketers too, have

realized that they should paying attention on social media influences in order to promote their

products and services especially during the launching of new products. A widespread of news on

the new products may help businesses to boost up their sales and profit makings in addition to

seek the loyal customers.

However, many of students are not aware with the information available on the

Internet may mislead them. There are always positive and negative sides in believing the

information about the products. Although there have been wide researches on how marketing can

influence customers’ purchasing decision but investigations are so rarely focused on students as

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the target subject of the research. Therefore, the purpose of this research is to seek the usefulness

of social networking sites among its users in seeking information about products online before

making the purchases.

As we know, people tend to spend a lot of their time on the Internet not only surfing it on

personal computer, laptops but even can access via smartphone anytime, anywhere.

Lee (2013) cited in James (2012), a huge number of tweets are sent on a daily basis in

present day with a number of 100,000 tweets. About 684,478 pieces of contents are shared on

Facebook while 2 million search queries are made on Google. This shows how social media has

created enormous connections for people today. In addition, Naveed N (2012) found that:

From the results it is clear that about 71 % of the respondents responded through

twitter, Facebook, YouTube, MySpace or any other social networking website.

Most of the people respond through social media websites because nowadays all

these websites are very popular and they consider it to be an easy way to come to

know about a product/ brand. Most of the people respond through social media

because it give consumers high control as it enables the buyers to gather much

more information of a product by sitting at home. (p5)

The first objective is to check whether social media affects consumers’ buying behavior.

The second objective is to investigate the function of social media on purchase decision.

The research questions are:

1. Do social media play a role in students’ purchasing decisions?

2. What is the role of social media on purchaser’s researches of goods and services?

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Lee (2013) said that, market and consumers are dependable to each other. Usually consumers

will go through 5 steps before they make purchases which are problem recognition, search of

information, evaluation of alternatives, final decision and post purchase decision. However, these

steps may not followed accordingly as some consumers may loop from one step to another until

they are satisfied which only then they will make the final decision what to purchase. Thus

businesses shall grab the opportunity how to tackle their customers as customers are easily

influenced by the information intermediaries who publish the evaluations on the certain goods

and services.

Supporting the contention that social media has become the preferred reference for students

before purchase the products or believing the new brand names, D’Silva, Bhuptani, Menon, and

D’Silva S. (2011) and Martinka(2012) point out the enormous information shared and reviewed

through the Internet has contribute the students’ behavior in purchasing products. Their behavior

have proved the theory of human’s purchasing behavior as stated by Lee (2013) that normally

human will find the information before making the final decisions.

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Methodology

Participants

For this research, 71 students via random sampling were chosen. All respondents were

undergraduate students from the International Islamic University Malaysia (IIUM). They were in

the age range of 19 years old until 26 years old. Their levels of study were from first year until

the fourth year.

Research instruments

The instrument used in this research was a set of questionnaire as it is a quantitative

research. The questionnaire was divided into two parts. The first part of the questionnaires was

developed to find the general findings on the respondents. There were 4 multiple choice

questions asking about the general information on respondents’ usage of social media.

The second part of questionnaires consisted of 11 questions. It was still the

multiple choice questions. Basically, this part asked about respondents’ responses on the

information of products that were available on the social media.

Research procedure

The questionnaire was uploaded online through Facebook and hosted via Google Docs.

Google Docs was preferable because the responses were recorded efficiently. In the end, the

results were presented in graphs to ease the administrator. Meanwhile, the reason for uploading

the questionnaire on Facebook was that it was easy to reach the respondents. There was no time

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limit to answer the questionnaire. However, the number of 71 respondents was received within 3

days. All the questions were marked as required questions.

Data Analysis

Data recorded from questionnaires were recorded into a Microsoft Excel spreadsheet, as

well as tabulated into pie charts and bar graphs via the assistance of Google docs. Analysis was

done via the collective assessment of the 71 summarized responses.

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Results

The results are supported with 1 graph and 1 table that answered the research questions.

Both of the graph and table were included in this section. Meanwhile, other graphs and tables

will be attached at the appendices. The findings were descriptive based on raw data collected

from the survey. 71 respondents have answered the survey.

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Wikis #5

Review Sites #4

Online News #3

Company Websites #2

SNSs #1

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Figure 1: Type of online sources mostly visited to get information on a company, brand, or

product.

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Figure 1 shows the responses of the students on the type of online sources mostly visited

to get information on a company, brand or product. As represented by the graph, the vertical axis

represents the type of online sources and the horizontal axis represents the number of the

students.

Social Networking Sites (SNSs) were chosen as the most preferred online sources for

them with 46percent to get the information on a company, brand, or product. 27 percent students

chose company websites for them to get the information. Meanwhile, 13 percent students have

chosen online news as their means to get information. Review sites were chosen by 8 percent

students, whereas only 6 percent students preferred wikis when they want to obtain the

information on a company, brand or product through social media.

The result obtained from the responses showed that SNS were the most preferred sources

for them to obtain the information, read the review and decide to make the purchases. Therefore,

the result answered the first research question which was, do social media play a role in students’

purchasing decisions?

YES NO

1 Found the product ratings in social

media credible

54% 46%

2 Found the discussions and comments

on products or firms in social media

83% 17%

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relevant.

3 Got information about products and

firm campaigns through the sharing

tools in social networking sites.

86% 14%

4 Trusted the recommendations of

friends about products through social

media

68% 32%

5 Wrote purchased product/service

satisfactions in social media pages.

21% 79%

Table 1: Value Level of Consumption Information Sharing

Table 1 depicts the value level of consumption information sharing among students on

social media.

There were 54 percent students who agreed that product ratings in social media are

credible whereas 46 percent disagreed. The survey also showed 83 percent students found the

discussions and comments on products or firms in social media relevant and 17 percent tend to

say it was irrelevant. Most of students found the information about the products and firm

campaigns through the sharing tools in social networking sites. It was 86 percent yes and 14

percent no. Meanwhile, 68 percent trusted the recommendations of friends about products

through social media and 32 percent did not trust their friends’ recommendations. However,

there were only a small number of students who wrote the products review or expressed their

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satisfaction about products that they have bought trough social media. Only 21 percent wrote

their review whereas another 71 percent did not write their review.

In conclusion, the result produced based on the table answered the second research

question which was, what is the role of social media on purchaser’s researches of goods and

services. The social media have given the consumption of information sharing and consumption

experiences and opinions sharing. Students also prove that they have a high level of trust on the

information shared through the Internet.

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Discussions

The deeper analysis of the findings will be discussed in this section. Thus, the purpose

and objectives that were stated earlier will be tested whether they have been fulfilled or not.

Then, it will be followed by conclusion which includes the implications of the study.

From Figure 1, the responses from the students showed that in this evolving world,

students tend to obtain information from the social media. Most of the students log into the

social media several times a day with a minimum of 30 minutes per day. Thus, it reflects on the

results that showed about 46 percent students got the information on company, product and

brand through social network sites such as Facebook and Twitter. These findings were supported

with the research from Naveed (2012) who stated about 71% of his respondents responded that

they got their information through social networking website.

The preferred sites are followed by the company websites, online news, review sites and

wikis. Although SNSs have become the top chosen medium to get information, those 4 mediums

also play a big role in order for Internet users to obtain information on products or brands that are

available in the market.

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As Lee (2013) stated as he cited in James (2012), on a daily basis 100,000 tweets are

sent, and 684,478 pieces of content are shared on Facebook. This was a big amount of sharing

among the Internet users. The shared information easily spreads with one click of button which

can be seen by the whole world within a minute.

That is why SNSs play a role in students’ purchasing decisions. Students normally

obtained information through the Internet rather than obtained it via newspapers or television.

This is because even the newspapers also now available online. In fact, commercial

advertisements that normally played on television can too be watched on the SNS.

Table 1 is the value level of consumption information sharing. Thus, the findings 1

showed that students found the products rating on the Internet credible. Lee (2013) stated that

before someone decides to purchase, he or she will search the information on the products. In

this case, the students too will seek the information about the products via SNSs. When they read

the rating, they will evaluate the alternatives before buying the products. Therefore, SNSs plays a

big role for students’ to get the information.

Social Network Sites also play a role for students to express their opinions,

recommendations or satisfactions on the products that they had purchased. In fact, they trusted

the recommendations of friends about the products through the social media.

Therefore, the marketers shall be aware that SNSs have become great tools for them to

market their products. Students have contributed a big number as the Internet users. They are in

the stage of eagerness to share what they found which really helped to promote the companies’

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products. Students too love to search the information, and then review comments on the products

to evaluate the best alternatives, and only then, they will make the purchases.

In conclusion, social media has affects consumers’ buying behavior as the Internet users

especially students are depending on the information that available on the Internet. Students have

put trust on the products and brand names that promoted in the Internet. In addition, social media

have been functioning as information provider, connector among users and a tool to market the

brands and products. From the findings, SNSs have given positive impacts on the IIUM students.

Most of the students believed the information they obtained through SNSs. The study confirms

that consumers currently use social media as a top resource for information on brands,

companies, or products. What it also concludes is that social media outreach by brands and

companies, especially if this outreach is done by a personal online representative, can be much

more influential on consumer behavior than ads or other promotional devices. In fact, 2/3rds of

consumers are likely to pass the information they receive from these representatives on to others

and over half are likely to take action on this information.

All in all, this research has a significant implication between students and the business

people. Although the information is easily obtained through SNSs, students shall know they

should be careful before making the final decision to purchase the products. They may be

cheated by irresponsible sellers. Furthermore, the preferences and tastes vary among students.

They depend on the individuals’ opinions as it is subjective. Meanwhile, business people such as

marketers may find a new medium to boost their sales by aggressively promoting their products

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through SNSs. However, they shall know that they still need to oblige by the business ethics such

as not to cheat the customers by giving false information on the materials of the products.

Future research is encouraged to develop awareness among students in trusting the

information available on the social network sites. In addition, it can help to curb the addiction of

students in surfing the SNSs as some students tend to neglect their studies because of the time

consuming to surf the SNS is higher than the time they spent to study.

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References

Cvijikj I.R., Cetin G., Karpischek S., & Michahelles F. (2010). Influence of Facebook on

purchase decision making. Department of Management, Technology and Economics,

ETH Zurich, Switzerland, 23-31.

Diffley S., Kearns J., Bennett W., & Kawalek P. (2011). Consumer behaviour in social

networking sites: Implications for marketers. Irish Journal of Management, volume 30.pp

47-65.

D’Silva B., Bhuptani R., Menon S., & D’Silva S. (2011, March). Influence of social media

marketing on brand choice behaviour among youth in India: An empirical study.

International Conference on Technology and Business Management, 756-763.

Lee E. (2013) Impacts of Social Media on Consumer Behavior. Decision Making Process.

Retrieved from Turku University of Applied Scineces.

Martinka L. (2012, May 7). How social media communities impact consumer behavior. (MA

Program in Communication and Leadership Studies, Gonzaga University). Retrieved from

http://web02.gonzaga.edu/comltheses/proquestftp/Martinka_gonzaga_0736M_10142.pdf

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Naveed N. (2012, January). Role of social media on public relation, brand involvement and

brand commitment. Interdisciplinary Journal of Contemporary Research in Business,

Vol 3 (No. 9), 904-913.

Tables

The result from the 71 respondents of the IIUM students.

YES NO

1 Do you forward to your friends the web sites of products that

interest you in social media?

63% 37%

2 Do you inform your friends about new products in social media? 59% 41%

3 Do you make suggestions to your friends on satisfactory products

in social media?

65% 35%

4 Do you write your product/service dissatisfaction in social media

pages of firms?

25% 75%

5 Do you ask for help from your friends about the products or firm

selection through social media?

73% 27%

6 Do you trust the recommendations of your friends about the

products through social media?

68% 32%

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Figures

Number of respondents’ (71)

Female 53

Male 18

The frequency of using social media

Once a day 7

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Several times a day 60

Once a week 0

Several times a week 4

Several times a month 0

The daily usage time

1-2 hours 26

3-4 hours 14

5 hours 12

Less than 30 minutes 5

30min- 1hour 14

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The period of using social media

1-3 years 11

Less than a year 0

3-5 years 30

More than 5 years 30

The average quantity friends on social media

Less than 100 4

100-299 18

300-499 8

500 and more 41

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Appendices

Gender: _____ Male _____ Female

Level of Study: ____ 1st year

_____ 2nd year

_____3rd year

_____4th year

Kuliyyah : _____ KAED ______ EDU

_____ENGINE ______ AIKOL

______KICT ______KENMS

______KIRKHS ______OTHERS

General Findings:

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Kindly indicate a tick for your choice of option.

1) How frequent do you use social media?

Several Times a Day Once a Day Several Times a Week Once a Week Several Times a Month

If you use it every day, what is your daily using time?

less than 30 minutes 30 min -1 hour 1-2 hours 3-4 hours 5 hours and more

2) How long have you been using social media?

Less than a year 1-3 years 3-5 years More than 5 years

3) What is the average quantity of friends you have via social media?

Less than 100 100-299 300-499 500 and more

4) Please rank the online sources you would have visited to get information on a company, brand or product: (1 – most preferred to 5 – least preferred)

Social Networking Sites (facebook, blogs, etc)

Company Websites

Online News

Review Sites

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Wikis

Key Questions:

Kindly indicate a tick for your choice of option.

No. Questions Yes No

1. Do you get information about products/firm campaigns by the

help of sharing via social media tools?

2. Do you inform my friends about new products in social media?

3. Do you forward to my friends the web sites of products that

interest me via social media?

4. Do you make suggestions to my friends on satisfactory products

in social media?

5. Do you write my product/service satisfactions in social media

pages of firms?

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6. Do you write my product/service dissatisfactions in social

media pages of firms?

7. Do you find the product ratings in social media credible?

8. Do you find the discussions about products or firms in social

media relevant?

9. Do you find the comments about products or firms in social

media relevant?

10. Do you ask for help from my friends about product or firm

selection through social media?

11. Do you trust the recommendations of my friends about

products through social media?

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