Microaggressions on Social Media: A Conceptual Framework of 3R Issues and Youth Consumer Behaviour in Malaysia

This conceptual paper explores how microaggressions and 3R issues, Race, Religion, and Royalty, manifest on social media and influence the consumer decision-making behaviour of Malaysian youth. Drawing upon Microaggression Theory and the Theory of Planned Behaviour (TPB), the study proposes a framework that explains the psychological and sociocultural mechanisms linking digital microaggressions to consumer responses. Social media platforms are positioned as key mediators, amplifying identity-based tensions and shaping attitudes toward brands perceived as inclusive or exclusionary. The framework identifies 3R perception as a mediating variable and considers TPB constructs, attitude, subjective norms, and perceived behavioural control as key drivers of behaviour. This model provides a holistic perspective on how symbolic violence and normative influences converge in a multicultural society to affect purchasing behaviour. The paper contributes to theory development in consumer psychology and multicultural marketing and offers practical insights for brand communication, public policy, and youth engagement strategies in diverse digital environments.