The usage of instagram and e-commerce platform during covid-19 among mothers / Ahlam Abdul Aziz, Rahayu Mohd Rashid, Wardatul Hayat Adnan

Abdul Aziz, Ahlam and Mohd Rashid, Rahayu and Adnan, Wardatul Hayat (2021) The usage of instagram and e-commerce platform during covid-19 among mothers / Ahlam Abdul Aziz, Rahayu Mohd Rashid, Wardatul Hayat Adnan. Journal of Media and Information Warfare (JMIW), 14 (1). pp. 107-122. ISSN 1985-563X

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Abstract

Instagram made a shift into the e-commerce space. Almost overnight, it has become a popular marketing instrument. The usage of Instagram in the e-commerce platform has been expanding rapidly and is growing tremendously. The purpose of this study is to understand the underlying factors that influence the usage of Instagram as a shopping tool among Mothers in Malaysia during COVID-19. Using the qualitative method and phenomenology approach, the finding reveals several factors that influence Instagram usage, the various purpose of using Instagram, and benefits to the consumers. Twenty samples were selected for this study as to fulfill requirement of the study. The evidence gathered in this study are useful and can be served as guidance for consumer and marketers in using social media in future. Findings revealed that the cost and time efficiency as factors influencing the respondents' online purchase through social media. The consumer can also compare prices conveniently without feeling pressure.

Metadata

Item Type: Article
Creators:
Creators
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Abdul Aziz, Ahlam
UNSPECIFIED
Mohd Rashid, Rahayu
UNSPECIFIED
Adnan, Wardatul Hayat
UNSPECIFIED
Subjects: H Social Sciences > HM Sociology > Social control
H Social Sciences > HM Sociology > Groups and organizations > Social groups. Group dynamics
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Communication and Media Studies
Journal or Publication Title: Journal of Media and Information Warfare (JMIW)
UiTM Journal Collections: UiTM Journal > Journal of Media and Information Warfare (JMIW)
ISSN: 1985-563X
Volume: 14
Number: 1
Page Range: pp. 107-122
Item ID: 47433
Uncontrolled Keywords: Instagram Usage, Instagram Marketing, E-Commerce Platform, Online Purchase, Buying Behavior
URI: https://ir.uitm.edu.my/id/eprint/47433

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47433

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