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

Author

Listed:
  • Zaliha Idris

    (Universiti Teknologi MARA (UiTM), Malaysia)

  • Doni Sagitarian Warganegara

    (Universiti Teknologi MARA (UiTM), Malaysia)

  • Suhaime Saahar @ Saabar

    (Universiti Teknologi MARA (UiTM), Malaysia)

  • Ahlam Abdul Aziz

    (Universiti Teknologi MARA (UiTM), Malaysia)

  • Junainah Idris

    (Faculty of Economics, Accountancy and Management, Universiti Islam Selangor (UIS), Malaysia
    Faculty of Economics, Accountancy and Management, Universiti Islam Selangor (UIS), Malaysia)

Abstract

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.

Suggested Citation

  • Zaliha Idris & Doni Sagitarian Warganegara & Suhaime Saahar @ Saabar & Ahlam Abdul Aziz & Junainah Idris, 2025. "Microaggressions on Social Media: A Conceptual Framework of 3R Issues and Youth Consumer Behaviour in Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(13), pages 314-329, July.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-13:p:314-329
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    References listed on IDEAS

    as
    1. Jedicke, Eva Maria & Arnold, Christian & Lindenmeier, Jörg, 2025. "The dynamics of consumer boycott intention: Examining the roles of moral reasoning, cognitive dissonance, and self-congruence," Journal of Business Research, Elsevier, vol. 189(C).
    2. Hassan Al-Saify & Baneen Ibrahim & Abdullah Alahmari & Shaimaa Darwish, 2024. "The use of social media and its relationship to national identity among university students," Edelweiss Applied Science and Technology, Learning Gate, vol. 8(3), pages 41-56.
    3. Khairul Azhar Meerangani & Mohammad Fahmi Abdul Hamid & Nor Azlina Abd Wahab & Abdul Satar & David Martin, 2024. "The Influence of 3R (Race, Religion, Royalty) on the Harmony of Society in the Digital Era," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(5), pages 2076-2083, May.
    Full references (including those not matched with items on IDEAS)

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