Role of Social Media in B2C E-Commerce Users Adoption Behaviour among Students in Malaysia

Social media enables interactive customer communication, fostering better engagement and customer loyalty in a B2C (Business to customers) e-commerce environment.Therefore, using the various social media platforms to facilitate B2C e-commerce activities is referred to as social commerce.However, the need for effective e-commerce among culturally diverse local and international students has been under research.This research investigates the role of social media in facilitating B2C e-commerce activities among students in Malaysia.Employing a simple random sampling method to collect 267 questionnaires from 300 distributed across student social media groups in Malaysia and constituting a response rate of 85.7%.With 67.4% male and the remaining 38.6% female, an age Mean of 30.2 from February to March 2024.The objective is to discern how students from these regions leverage social media for e-commerce and identify the motivational factors behind their adoption.Results reveal varied preferences and influences on e-commerce activities shaped by distinct cultural contexts, providing a deeper understanding of the dynamic interplay.The major factors, such as product reviews, discounts, convenience, brand trust, and influencer recommendations, significantly influence consumers' intentions to engage in e-commerce.Specific product categories such as clothing, electronics, books, and groceries are popular among participants, indicating diverse consumer needs.