From Clicks to Carts: How Social Media Shapes Food Purchase Behaviour in Klang Valley

Authors

  • Norliza Saiful Bahry UiTM
  • Syukrina Alini Mat Ali
  • Mohammad Zaim Mohd Salleh
  • Nur Liana Kori
  • Nur Liana Kori
  • Azmi Mat

Abstract

 The study investigates the impact of social media on food purchasing behavior in Klang Valley, Malaysia, emphasizing hashtags, social media influencers, and culinary festivals. Data were gathered using a quantitative research approach using an online survey administered to 100 respondents selected via convenience sampling. The results indicate that social media influencers and food festivals  significantly influence consumer food purchasing behaviour, whereas hashtags exhibit no significant direct effect. The regression model accounted for 57.9% of the variance in purchase behaviour, highlighting the significance of credibility and experiential involvement in customer decision-making. These results indicate that although hashtags increase visibility, they serve mainly as discovery instruments rather than persuasive strategies. Conversely, influencers and culinary festivals act as significant catalysts for trust, engagement, and purchasing intentions. The research indicates that food marketers have to emphasize partnerships with influencers and experiential platforms while using hashtags as ancillary tactics. Future studies may investigate cultural differences, long-term consequences, and innovative technology like AI-driven customization and virtual reality in influencing customer behavior

Author Biographies

Syukrina Alini Mat Ali

Syukrina Alini Mat Ali, PhD is a Associate Professor in the Department of Entrepreneurship and Marketing Studies, Faculty of Business and Management at Universiti Teknologi MARA, Puncak Alam, Malaysia (ORCID: http://orcid.org/0000-0002-3255-3094). Her main research activities are in the areas of marketing, consumer behavior, customer satisfaction, service quality, and social entrepreneurship. She has published in peer-reviewed journals and contributed to academic conferences, in addition to serving on editorial boards such as the Advances in Business Research International Journal (ABRIJ). She can be reached through her email at syukrina@uitm.edu.my

Mohammad Zaim Mohd Salleh

Mohammad Zaim Mohd Salleh, is a senior lecturer in the Department of Entrepreneurship and Marketing Studies at Universiti Teknologi MARA (ORCID: http://orcid.org/0000-0003-2465-4095). His main research activity is in the area of Consumer Behaviour, Service Quality, and Service Management. He has published widely on these subjects in reputable academic outlets and has contributed to advancing knowledge and practice in his fields of interest. He can be reached through his email at zaim3085@uitm.edu.my

Nur Liana Kori

Nur Liana Kori is a senior lecturer in the Department of Entrepreneurship and Marketing Studies at Universiti Teknologi MARA (ORCID: https://orcid.org/0000-0001-5475-6346). Her primary research focus is conspicuous consumption behavior, which explores how individuals purchase goods or services to display wealth or social status. She has contributed significantly to academic literature throughout her career, publishing over 20 papers on various aspects of her field. She can be reached at nurliana2057@uitm.edu.my

Nur Liana Kori

Nur Liana Kori is a senior lecturer in the Department of Entrepreneurship and Marketing Studies at Universiti Teknologi MARA (ORCID: https://orcid.org/0000-0001-5475-6346). Her primary research focus is conspicuous consumption behavior, which explores how individuals purchase goods or services to display wealth or social status. She has contributed significantly to academic literature throughout her career, publishing over 20 papers on various aspects of her field. She can be reached at nurliana2057@uitm.edu.my

Azmi Mat

Azmi Mat is a Senior Lecturer in customer service management at the Faculty of Business and Management, Universiti Teknologi MARA (ORCID: https://orcid.org/0000-0001-8447-303X). Over the past decade, he has significantly contributed to consumer behavior studies. He has published over 30 papers in various academic journals and conference proceedings, solidifying his reputation as an expert. He can be reached at azmimat@uitm.edu.my.

Downloads

Published

31-10-2025

How to Cite

Saiful Bahry, N., Mat Ali, S. A. ., Mohd Salleh, M. Z. ., Kori, N. L. . ., Kori, N. L. . ., & Mat, A. . . (2025). From Clicks to Carts: How Social Media Shapes Food Purchase Behaviour in Klang Valley. Advances in Business Research International Journal, 11(2), 56–67. Retrieved from https://journal.uitm.edu.my/ojs/index.php/Abrij/article/view/8819

Issue

Vol. 11 No. 2 (2025): October Issue

Section

Articles

License

Copyright (c) 2025 Norliza Saiful Bahry, Syukrina Alini Mat Ali, Mohammad Zaim Mohd Salleh, Nur Liana Kori, Nur Liana Kori, Azmi Mat

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.