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Author

Mohammad Alif bin Halim

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Open access 2026

The Role of Social Media in Influencing Online Purchase Decisions Among Generation Z in Melaka

This study examines the influence of social media on online purchase decisions among Generation Z in Melaka, Malaysia. With the rapid growth of social media as a marketing platform, businesses increasingly rely on influencer engagement, User-Generated Content (UGC), and social media platform features to influence consu...

Mohammad Alif bin Halim, Mohd Syafiq Md. Taib, Mohd Fazli Mohd Sam et al. · 0 citations

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