Ng Hoong Fong and Rashad Yazdanifard
The marketing industry has found itself constantly evolving and transforming in the past two decades. Globalization and advanced technology developments have made a very big impact on the marketing landscape. One of the major reasons for this process is the drastic increased growth of the internet and social media. The concept of social media has existed since the days of cave paintings but the internet has made things possible on a whole new scale. In this era, social media is one of the best opportunities available for a brand to connect with its customers. Social media is hot and it is the trend. Globally, customers that are buying the items that they wanted via virtual media had increased drastically. Social media allows customers and prospects to communicate directly to your brand representative or about your brand with their friends. However, the obvious question is: who are the people interacting online and how engaged are they in online activities? Besides the impact of social media marketing, this paper also looks at the perceived risks and domain specific innovativeness on online consumer behavior.