The study examines the impact of financial risk, convenience risk, non-delivery risk; return policy risk and product risk on online consumer behavior of Malaysian consumers. The research employed a self-administered survey to collect empirical data from 245 Malaysian online shoppers by using convenience sampling. Cronbach alpha was calculated to confirm the reliability of the data and then normality was assessed. Confirmatory Factor Analysis was then conducted to test the model using the goodness-of-fit tests. And finally, structural equation modeling is used to test the hypotheses and draw conclusions. IBM SPSS AMOS version 22.0 was utilized for data analysis. The research indicates that product risk, convenience risk, and return policy risk have a significant and positive impact on online shopping behavior. Financial risk is found to have insignificant and negative effects on consumer behavior. In addition, the non-delivery risk is found to have a significant and negative impact on online shopping behavior. The findings provide a useful model for measuring and managing perceived risk in online shopping which may result in an increase in participation of Malaysian consumers and reduce their cognitive deficiencies in the e-commerce environment. Several managerial implications are discussed along with the scope for future research.

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The present context of digitalized business era reshapes marketing promotional strategies whilst social media plays a pivotal role within. Empirical investigations found clarifying how modern marketing communications connect brands into consumer life whilst claiming further investigations. Alongside, paper attempted to investigate the use of Social media in penetrating consumer engagement within the digital context. Additionally, it examines the application of web based social media marketing strategies whilst an extended focus is made on user generated contents (UGC) and social network sites (SNS) in digital business era. A deductive method was followed to execute a comprehensive literature review as the main research tool to build a constructive explanation. Accordingly, paper content empirical discussions published within the scopes of social media, consumer behavior and online businesses in overall. Paper discusses the key insights based on the literature review. Finally, it concludes the major thoughts of the paper whilst future research directions are suggested. Empirical explanations are found across the markets and product contexts unveiling how digitalized media strategies connect users to integrate with brands promoted. Such studies provide arguments and directions to overview the effectiveness of new media like social media options in business perspectives. In brief, arguments are still found claiming further studies to reveal the strategic role of social media within digitalized business era. Paper highlights the possibilities of using social media as a tool enhancing consumer engagements results brand-related behaviors. Empirical insights are discussed on how user generates contents (UGC) and social network sites (SNS) could be used in marketing applications.

Purpose Despite the tremendous advancement of information technology worldwide, a few attempts have been made to uncover the effectiveness of paid internet advertising (PIA) on consumers buying decisions for retail enterprises in emerging markets. The purpose of this paper is to examine the structural relationships between consumer self-confidence, perceived intrusiveness, continuance search intention, attitude towards PIA and frequency of apps-buying decisions. Design/methodology/approach A total number of 515 online questionnaires were obtained from a sample of experienced apps shoppers who were disposed to PIA, in order to evaluate the theoretical model. VB-SEM, which is a variance-based structural equation modelling technique, was applied to assess the measurement scales and structural relationship between exogenous and endogenous constructs. Findings Overall, the structural results imply that the proposed model explains 0.738 per cent of variances in consumer’s continuance search intention and 0.756 per cent of the frequency of apps-buying decisions. The results support that consumer self-confidence positively influences attitude towards PIA, continuance search intention and frequency of apps-buying decisions; however, consumer self-confidence is negatively related to perceived intrusiveness. Similarly, attitude towards PIA is positively related to continuance search intention and frequency of apps-buying decision. Besides, perceived intrusiveness negatively influences attitude towards PIA, continuance search intention and frequency of apps-buying decisions. Finally, continuance search intention and the frequency of apps-buying decisions are positively related. Originality/value Despite the fact that PIA and its utilisation has been a recent growing trend in managing retail enterprises worldwide, a few studies have been conducted on possible end results of PIA, including consumer continuous apps search intention and purchase decisions.

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