The impact of social media marketing activities on customer purchase intention: a study of the property industry in Malaysia

Purpose This study investigates the impact of social media marketing activities on customer purchase intention in the Malaysian property market. Design/methodology/approach The study utilises a survey research approach to collect data from 331 respondents using a questionnaire. Findings The findings of the study reveal that entertainment, interaction, customisation and word-of-mouth variables had a significant and positive impact on customer purchase intention in the Malaysian property market. However, the study demonstrates a positive but insignificant impact of trendiness on customer purchase intention. Research limitations/implications First, the study relies on a sample of 331 respondents in Malaysia, which may limit the generalizability of the findings to a broader population. Hence, future research could aim for a more extensive and diverse sample to enhance the validity of the results. Second, while the study identified significant relationships, the measurement of variables, in particular “trendiness,” could be refined for better accuracy. The future study may consider including a more precise measurement to provide comprehensive insights. Practical implications The results suggest that marketers should focus on creating engaging and interactive content, providing personalised experiences and leveraging word-of-mouth recommendations to enhance customer purchase intention. The overall findings highlight the importance of social media marketing activities in the property market and their potential to drive customer purchase intention. Social implications The study contributes to the existing literature by shedding light on the role of social media marketing activities in influencing customer purchase intention in the Malaysian property market. Originality/value To the best of the authors’ knowledge, there is no similar studies have been conducted in this area of research.