Consumer online buying behavior on social media platform in Malaysia: a conceptual paper / Farhan Nadia Bakly ... [et al.]

The increased utilisation of social media platforms has been observed to influence consumer behaviour, particularly in online shopping context. This paper aims to propose a conceptual framework regarding the factors influencing customer online buying behaviour on TikTok platform among younger generations in Malaysia’s fragrance market. The method used for this conceptual paper is based on the literature reviews from journal articles, theses, and other related sources which are related to the keywords and research area. The review indicates that both consumers and businesses can benefit from a deeper understanding of online buying behaviour on social media platforms in Malaysia, which can support more informed marketing strategies and drive consumer engagement. While this paper focused on the fragrance industry, the proposed conceptual framework to further identify and analyse the influence of brand awareness, product variety and psychological factors on consumer online buying behaviour on TikTok, can also be adapted for broader applications across various industries, such as retail and beyond. The framework will serve as a guideline for future academic research both empirical and non-empirical- and offers practical insights for industry applications. It will help businesses across multiple sectors in Malaysia make inform strategic decisions and leverage TikTok as a platform for e-commerce growth in the region.