Vol. 9 No. 4 (2024)

This published issue explores emerging trends in digital consumer behaviour within the evolving social commerce landscape. It examines impulsive buying behaviour among university students on TikTok and analyses the factors influencing Gen Z purchase decisions through digital platforms such as Little Red Book. The issue further investigates the impact of social media marketing on students’ purchase intentions in the fashion industry and evaluates SMEs’ adoption of Meta’s collaborative advertising tools for performance enhancement. In addition, it assesses determinants affecting consumer purchase intention toward beauty products on TikTok Shop among Asia‑Pacific university students, highlighting the growing influence of platform‑driven marketing strategies.

DOI: https://doi.org/10.65136/ejbm.v9i4

Published: 2024-12-01

Original Research

A Study on Impulsive Buying Behaviour on TikTok among University Students in Indonesia, Java

DOI : 10.65136/ejbm.v9i4.33

Rahilah Ahmad ⁽¹⁾, Patrick Han Kok Siew ⁽²⁾, Morakinyo Dada ⁽³⁾

(1) Asia Pacific University of Technology and Innovation, Malaysia ,

(2) Asia Pacific University of Technology and Innovation, Malaysia ,

(3) Asia Pacific University of Technology and Innovation, Malaysia

Abstract : 146

PDF : 339
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DOI : 10.65136/ejbm.v9i4.33
Examine Factors that Influence the Purchase Decision amongst Gen Z: A Case Study of Little Red Book

DOI : 10.65136/ejbm.v9i4.36

Ng Kok Kok Meng ⁽¹⁾, Latha-Rani Paniaselvam ⁽²⁾, Lee Karen ⁽³⁾

(1) Asia Pacific University of Technology and Innovation, Malaysia ,

(2) Asia Pacific University of Technology and Innovation, Malaysia ,

(3) Asia Pacific University of Technology and Innovation, Malaysia

Abstract : 104

PDF : 223
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DOI : 10.65136/ejbm.v9i4.36
Impact of Social Media Marketing Towards University Students’ Purchase Intention in the Fashion Industry in Kuala Lumpur

DOI : 10.65136/ejbm.v9i4.37

Pun Jih Sheng ⁽¹⁾, Harjinder Kaur ⁽²⁾

(1) Asia Pacific University of Technology and Innovation, Malaysia ,

(2) Asia Pacific University of Technology and Innovation, Malaysia

Abstract : 124

PDF : 197
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DOI : 10.65136/ejbm.v9i4.37
Intention to Adopt Meta Collaborative Performance Advertising Tool Known as Collaborative Ads by SMEs in Indonesia

DOI : 10.65136/ejbm.v9i4.38

Jonah Royleri Kalani ⁽¹⁾

(1) Asia Pacific University of Technology and Innovation, Malaysia

Abstract : 45

PDF : 43
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DOI : 10.65136/ejbm.v9i4.38
Factors Affecting Consumer Purchase Intention on TikTok Shop towards Beauty industry among Asia Pacific University Students

DOI : 10.65136/ejbm.v9i4.40

Tan Huey Yiin ⁽¹⁾, Ninderpal Singh a/l Balwant Singh ⁽²⁾, Morakinyo Dada ⁽³⁾

(1) Asia Pacific University of Technology and Innovation, Malaysia ,

(2) Asia Pacific University of Technology and Innovation, Malaysia ,

(3) Asia Pacific University of Technology and Innovation, Malaysia

Abstract : 187

PDF : 214
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DOI : 10.65136/ejbm.v9i4.40