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Understanding The Role Of Social Media Influencers And Cultural Values On Consumer Purchase Behavior: A Qualitative Study In Brunei Darussalam

Author

Listed:
  • Frah Rukhsar Khan

    (Limkokwing University of Creative Technology, Malaysia)

  • Siew Poh Phung

    (Limkokwing University of Creative Technology, Malaysia)

  • Valliappan Raju

    (Perdana University, Malaysia)

Abstract

This study explores the qualitative dimensions of social media influencers, cultural values, and technology in shaping consumer purchasing behavior in Brunei Darussalam. Employing a thematic analysis of in-depth interviews with five social media influencers, the research highlights how Brunei’s unique cultural framework influences consumer trust, purchase behavior, and the digital strategies of influencers. The qualitative findings suggest that while trust in influencers is developing, technological limitations and cultural conservatism still present significant challenges to e-commerce in Brunei. These insights provide practical implications for businesses seeking to navigate Brunei’s cultural and digital landscape. Future research should investigate the role of technology in overcoming these barriers.

Suggested Citation

  • Frah Rukhsar Khan & Siew Poh Phung & Valliappan Raju, 2025. "Understanding The Role Of Social Media Influencers And Cultural Values On Consumer Purchase Behavior: A Qualitative Study In Brunei Darussalam," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 9(1), pages 07-10, April.
    • Handle: RePEc:zib:zbmecj:v:9:y:2025:i:1:p:07-10
    DOI: 10.26480/mecj.01.2025.07.10
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    References listed on IDEAS

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    1. Xicheng Yin & Hongwei Wang & Qiangwei Xia & Qican Gu, 2019. "How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    2. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
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