International Journal of Interactive Mobile Technologies (iJIM) – eISSN: 1865-7923 – Vol. 15, No. 20, 2021 Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis https://doi.org/10.3991/ijim.v15i20.23741 Nadzrif Othman1, Norbayah Mohd Suki2(), Norazah Mohd Suki3 1Universiti Utara Malaysia, Kedah, Malaysia 2Universiti Utara Malaysia, Sintok, Malaysia 3Universiti Utara Malaysia, Kuala Lumpur, Malaysia bayasuki@yahoo.com Abstract—Facebook, a form of digital marketing tool acts as a valuable ele- ment to reach out to the people or potential communities which aids in generating millions of revenues for businesses. Facebook Marketing has become one of the famous online marketing tools besides Google Advertisement. Many businesses ranging from Small Medium Enterprises (SME) to large scale corporations rely on Facebook Marketing because the results yielded are extensively and impec- cably lucrative for these businesses. This study aims to provide an overview of literature on Facebook Marketing for the years ranging between 2006 and 2020 by using bibliometric analysis of research productivity viewed through Scopus database. The analysis captured the most influential document and source types during this period. It also captured the most significant countries who contributed to the publications, the most productive authors and the most noticeable institu- tions involved with the related documents. The main method used was searching within the Scopus database, Visualisation of Similarities (VOSviewer) software and Harzing’s Perish software. The results of the analysis revealed that of the 1888 document source type, Journal is the preferred source type for publication with 66.21% (1250 sources). This is followed by Conference Proceeding with 21.21% (408 sources), Book Series covers 5.93% (112 sources), Book covers 5.24% (99 sources), and Trade Journal covers 1.01% (19 sources). Keywords—facebook, marketing, scopus, bibliometric analysis 1 Introduction With software and hardware progression, Internet connects computers all around the globe. This highly sophisticated environment has brought the communications aspects to a greater level. With this high level of communication, social media appears gradually to simplify communication between people [1–3]. Facebook had billion of subscribers who share their personal information background whereby theycan chat on and search for new friends [4, 5]. Facebook algorithm changes and improves of which there are many interactive tools have been introduced in Facebook and one of the 68 http://www.i-jim.org https://doi.org/10.3991/ijim.v15i20.23741 mailto:bayasuki@yahoo.com Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis most lucrative tools is Facebook Advertisement. This Facebook Advertisement implied towards the study of Facebook Marketing. Facebook Marketing has been determined as a way of e-marketing that strategically enhances business to consumers in a widespread matter [6]. With billions of Facebook accounts that can be targeted strategically by concentrating on certain scope or areas, using Facebook Marketing is more lucrative than doing traditional marketing by distributing flyers or leaflets, face to face. Accord- ingly, more research on its trends is deemed necessary. Hence, this study aims to pro- vide an overview of literature on Facebook Marketing for the years ranging between 2006 and 2020 by using bibliometric analysis of research productivity viewed through Scopus database. 2 Literature review Facebook Marketing has been dispersing rapidly towards consumer or targeted audiences due to its ability to categorize people or Facebook accounts by dividing them into multiple interests that can be targeted, and each and every niche or businesses has a different set of customers [1–3]. Consequently, Facebook Marketing has the advantages to sort accordingly towards the customer avatar. When the marketing meets the correct and precise set of customer avatar, the marketing can be considered successful. But although it is easier said than done, Facebook Marketing does provide these features that can result in flying colours. Through Facebook Marketing, businesses may antici- pate profitability, when their product or service experience viral effects. Even without using paid Facebook Marketing, passive marketing through peer influence and social contagion also may obtain results [7]. This is what brilliance is all about. Even without spending money or making investments, businesses may benefit from the power of Facebook Marketing. Branding plays a vital role for products to overwhelm potential customers. Before the emergence of social media, traditional media branding was used as awareness cam- paign throughout the nation. For example, broadcasting through television or radio. These traditional media are said to impact more towards the brand awareness, whereas social media such as Facebook impacted more on brand image [8]. Facebook Market- ing does the job for both brand awareness and brand image. For Facebook Marketing, the brand awareness may reflect on the customer’s decision in purchasing products. Positive effects of brand awareness through Facebook page does the job quite effec- tively, with proven results and findings [9]. Without a doubt, Facebook Marketing may represent new marketing opportunities towards businesses worldwide, especially for the type of businesses with a luxurious niche. For example, a luxury fashion brand may find Facebook Marketing as a business take-off tool [6]. As for business-to-business (B2B), Facebook accounts are more effective when they include corporate brand name and avoid “hard sell” commercials [11]. In contrary, “soft sell” commercials would be better to achieve positive results. Engagements in Facebook Marketing will set the businesses either to soar, or just roar without proven results. These engagements can be determined through “Like” and “Comment” buttons in a Facebook page. It is very important for businesses to obtain engagements from their targeted or potential customers. This will help managers of the businesses to effectively iJIM ‒ Vol. 15, No. 20, 2021 69 Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis use their Facebook Marketing tools, as well as equipping their ground work to be more attractive to the targeted or potential customers [12]. Engagements also rely on per- suasive messages as an influential marketing method. Messages that are irrelevant and blunt will receive less engagement. With persuasive and relevant messages, liking and sharing them will be more likely to increase the effect of popular cohesion [13]. To achieve greater outcomes, businesses must provide rich and excellent page con- tent for their customers to follow and end up as repetitive buyers. Without excellent content, followers would unfollow the business page in order to search for other reliable similar business. Richness of contents via images, info and videos will lead to beneficial impact [14]. In other words, the richness of contents in the Facebook Marketing would lead towards excellent consumer-brand relationships. For example, restaurants that have extremely good information in their Facebook page would get a strong bonding with their customers. Not only information about their food, menu or prices, but the restaurants can also post mouthwatering recipes to attract their consumers. This is to develop strong trust and commitment towards the brand [15]. With proper evaluation, businesses may apprehend ways to go beyond to be better from their competitors. This is to achieve greater competitive advantages [16]. Besides businesses doing marketing through Facebook, other companies or organisations may also use Facebook Marketing. Distributing valuable information also can be done effec- tively. For example, during this Covid-19 pandemic, the Malaysian Ministry of Health managed correct information effectively. By using their official Facebook account, var- ious accurate information was distributed daily to the public. This was possible because Facebook has a low-cost rapid transmission through widespread community [17]. The activities in the social media [36, 37], particularly Facebook, such as sharing information, knowledge and participating in discussions reflected the overwhelming results [3, 18]. The impact of Facebook Marketing in Malaysia does improve organiza- tions’ performance, in terms of customer service activities, relations and other customer enhancements accomplishments [19]. Nevertheless, Facebook Marketing has given a strong impact on behaviors towards Malaysians as a respectful community that sustains good information at hand. 3 Methods Bibliometric analysis method is used to quantitatively assess journals or authors by statistical approaches such as citation rates [20]. Furthermore, bibliometric analyses publications for quantitative values, for example the number of citations, productive authors and other important values. Bibliometric can be either descriptive or evalua- tive, such as using citation analysis to look at how those articles influenced subsequent research by others [21]. Scopus, as the world’s well-known largest abstract and citation database have extensively thousands of documents and journals from various titles, fields, scopes and international publishers. The wide coverage encompasses areas such as Computer Science, Business, Engineering, Social Sciences, Arts and Humanities, Economics and Psychology. Figure 1 illustrates the PRISMA flow diagram of the present study by using key- words “Facebook” and “Marketing” i.e. (TITLE-ABS-KEY (“Facebook”) AND 70 http://www.i-jim.org Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis TITLE-ABS-KEY (“Marketing”)). within the Scopus database. The result retrieved 2021 documents. In the 2nd stage, with elimination of undefined features i.e. (TITLE- ABS-KEY (“Facebook”) AND TITLE-ABS-KEY (“Marketing”)) AND (EXCLUDE (AFFILCOUNTRY, “Undefined”)) AND (EXCLUDE (PREFNAMEAUID, “Unde- fined#Undefined”)) AND (EXCLUDE (DOCTYPE , “Undefined”)), the result turned out 1888 documents were retrieved. Ensuing to that, Visualisation of Similarities (VOSviewer) software, a computer program for bibliometric mapping was performed together with Harzing’s Publish or Perish software. Fig. 1. PRISMA flow diagram 4 Results This section presents the result of bibliometric analysis of research publication related to Facebook Marketing derived from the Scopus database. The analysis generates results of document and source types, years of publications, languages of documents, and subject area. In addition, bibliometric data on countries with highest publications, top publishing venues, most influential institutions, keywords analysis, and citation analysis are also furnished. iJIM ‒ Vol. 15, No. 20, 2021 71 Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis 4.1 Document and source types Table 1 shows that the queries result consists of 1888 documents. Article comprises 64.3% (1214 documents), Conference Paper comprises 26.91% (508 documents), Book Chapter comprises 5.14% (97 documents), Review comprises 2.28% (43 documents), Book comprises 0.74% (14 documents), Short Survey comprises 0.21% (4 documents), Note comprises 0.16% (3 documents), Letter comprises 0.11% (2 documents). Meanwhile Data Paper, Editorial and Erratum comprises 0.05% for each type with 1 document per type. Table 1. Document type Document Type Frequency % (N = 1888) Article 1214 64.3 Conference Paper 508 26.91 Book Chapter 97 5.14 Review 43 2.28 Book 14 0.74 Short Survey 4 0.21 Note 3 0.16 Letter 2 0.11 Data Paper 1 0.05 Editorial 1 0.05 Erratum 1 0.05 Total 1888 100.00 Of the 1888 document source type presented in Figure 2, Journal is the preferred source type for publication with 66.21% (1250 sources). This is followed by Confer- ence Proceeding with 21.21% (408 sources), Book Series covers 5.93% (112 sources), Book covers 5.24% (99 sources), and Trade Journal covers 1.01% (19 sources). Journal, 66.21 Conference Proceeding, 21.61 Book Series, 5.93 Book, 5.24 Trade Journal, 1.01 Fig. 2. Document source type 72 http://www.i-jim.org Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis 4.2 Year of publications Number of documents that are analysed from year 2006 to 2020 is graphically illustrated in Figure 3. Bigger portion of publications produced during the year 2019 with 16.21% and the least during the year 2006 with 0.05%. Fig. 3. Document by year 4.3 Languages of documents In regards to language used in publications; English is mainly usedin publications with 97.36% (1843 publications) (see Table 2). Other languages like Portuguese encompasses 1% (19 publications), Spanish comprises 0.74% (14 publications), German comprises 0.32% (6 publications), French 0.21% (4 publications), Russian 0.16% (3 publications), Hungarian 0.11% (2 publications) and the least frequent lan- guages used in publications were Czech and Italian, respectively 0.05% (1 publica- tions) for each of them. Table 2. Publications categorized by languages Language Frequency* % (N = 1893) English 1843 97.36 Portuguese 19 1 Spanish 14 0.74 German 6 0.32 French 4 0.21 Russian 3 0.16 (Continued) iJIM ‒ Vol. 15, No. 20, 2021 73 Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis Language Frequency* % (N = 1893) Hungarian 2 0.11 Czech 1 0.05 Italian 1 0.05 Total 1893 100.00 4.4 Subject area Table 3 particulars the subject area for the bibliometric analysis. The highest fre- quency subject is Computer Science with respectively 23.93% (775 subject), whereas the lowest frequency subject is Veterinary, comprises of 0.06% (2 subject). Table 3. Subject area Subject Area Frequency % (N = 3239) Subject Area Frequency % (N = 3239) Agricultural and Biological 23 0.71 Health Professions 10 0.31 Sciences Immunology and 5 0.15 Arts and Humanities 87 2.69 Microbiology Biochemistry, Genetics and 15 0.46 Materials Science 18 0.56 Molecular Biology Mathematics 131 4.04 Business, Management and 703 21.7 Medicine 174 5.37 Accounting Multidisciplinary 15 0.46 Chemical Engineering 10 0.31 Neuroscience 7 0.22 Chemistry 4 0.12 Nursing 24 0.74 Computer Science 775 23.93 Pharmacology 23 0.71 Decision Sciences 144 4.45 Toxicology and Dentistry 3 0.09 Pharmaceutics Earth and Planetary Sciences 11 0.34 Physics and 21 0.65 Economics, Econometrics and 165 5.09 Astronomy Finance Psychology 75 2.32 Energy 30 0.93 Social Sciences 473 14.6 Engineering 250 7.72 Veterinary 2 0.06 Environmental Science 41 1.27 Total 3239 100 Total 3239 100 Table 2. Publications categorized by languages (continued) 74 http://www.i-jim.org Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis 4.5 Most active source titles The top 20 most active source title as shown in Table 4 details that Lecture Notes in Computer Science Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics leads the list. The second most active source title is ACM International Conference Proceeding Series, with 3.14% (27 No. of Documents). Table 4. Top 20 active publishing Source Title No. of Documents % “Lecture Notes in Computer Science Including Subseries Lecture Notes In Artificial Intelligence and Lecture Notes in Bioinformatics” 34 3.95 “ACM International Conference Proceeding Series” 27 3.14 “Computers in Human Behavior” 22 2.56 “Advances in Intelligent Systems And Computing” 20 2.32 “Journal of Research In Interactive Marketing” 20 2.32 “Journal of Medical Internet Research” 18 2.09 “Communications in Computer and Information Science” 16 1.86 “Journal of Business Research” 16 1.86 “Business Horizons” 14 1.63 “Journal of Direct Data and Digital Marketing Practice” 12 1.39 “Journal of Global Fashion Marketing” 12 1.39 “Journal of Retailing and Consumer Services” 12 1.39 “Online Information Review” 12 1.39 “Sustainability Switzerland” 12 1.39 “Lecture Notes in Business Information Processing” 11 1.28 “Social Network Analysis and Mining” 11 1.28 “Telematics and Informatics” 11 1.28 “Journal of Interactive Marketing” 10 1.16 “Marketing Intelligence and Planning” 10 1.16 “European Journal of Marketing” 9 1.05 4.6 Keywords analysis The keywords analysis is the most important method that derives the researcher to the author’s documents. Social Media is the most frequent keyword used with a total of 9.16% and with the frequency of 731 times (see Table 5). Table 5. Top 20 keywords Keywords Frequency % Keywords Frequency % Social Media 731 9.16 Twitter 115 1.44 Facebook 678 8.5 Article 111 1.39 Social Networking 640 8.02 Social Network 111 1.39 Marketing 615 7.71 Advertising 106 1.33 (Continued) iJIM ‒ Vol. 15, No. 20, 2021 75 Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis Keywords Frequency % Keywords Frequency % Commerce 254 3.18 SNS 105 1.32 Human 173 2.17 Sales 101 1.27 Social Networks 147 1.84 Data Mining 78 0.98 Internet 130 1.63 Sentiment Analysis 67 0.84 Humans 122 1.53 Adult 66 0.83 Social Media Marketing 119 1.49 Social Media Marketings 63 0.79 4.7 Geographical distribution of publications Table 6 displays the top 20 countries who contributed to the publications that indicates the volume of publications productivity through countries or regions. United States commands the top spot with 22.66% (523 publications). The 2nd spot goes to India with 6.89% (159 publications). Table 6. Top 20 countries contributed to the publications Country Frequency % Country Frequency % United States 523 22.66 Canada 51 2.21 India 159 6.89 Italy 46 1.99 United Kingdom 141 6.11 Indonesia 39 1.69 Australia 100 4.33 France 38 1.65 Germany 90 3.9 Thailand 35 1.52 Taiwan 88 3.81 Portugal 34 1.47 Spain 84 3.64 Czech Republic 32 1.39 Malaysia 61 2.64 Brazil 30 1.3 China 57 2.47 Greece 27 1.17 South Korea 54 2.34 Netherlands 27 1.17 4.8 Authorship The top 20 most productive authors is shown in Table 7. Two of the authors pro- duced 7 documents each, another two authors produced 6 documents each, 9 authors produced 5 documents each and the rest of the authors produced 4 documents each. The cumulative percentage for the top 2 most productive authors consists 2.78% from the total 504 No. of Documents. Table 7. Top 20 most productive authors Author’s Name No. of Documents % Leung, X.Y. 7 1.39 Weber, I. 7 1.39 Leng, H.K. 6 1.19 Table 5. Top 20 keywords (continued) (Continued) 76 http://www.i-jim.org Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis Author’s Name No. of Documents % Mislove, A. 6 1.19 Alavi, S. 5 0.99 Di Pietro, L. 5 0.99 Fagerstrøm, A. 5 0.99 Gummadi, K.P. 5 0.99 Lee, W. 5 0.99 Mejova, Y. 5 0.99 Michahelles, F. 5 0.99 Pantano, E. 5 0.99 Yu, B. 5 0.99 Ahuja, V. 4 0.79 Baena, V. 4 0.79 Chairat, S. 4 0.79 Chen, Y.M. 4 0.79 Homhual, P. 4 0.79 Jaafar, N.I. 4 0.79 Jansen, B.J. 4 0.79 4.9 Citation analysis Citation analysis is the consideration upon patterns and frequency of citations in documents that link from one document to another. This is to reveal the properties of the documents. Table 8 shows the result for citation analysis which derived from Harzing’s Publish or Perish software. Besides, the results of publication years, cita- tion years, papers, citations, citations/year, citations/paper, authors/paper, h-index and g-index are also presented. Table 8. Citations metrics Metrics Data Publication years 2006–2020 Citation years 14 (2006–2020) Papers 1888 Citations 23479 Citations/year 1677.07 Citations/paper 12.44 Authors/paper 2.83 h-index 70 g-index 116 Table 7. Top 20 most productive authors (continued) iJIM ‒ Vol. 15, No. 20, 2021 77 https://en.wikipedia.org/wiki/Citation Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis Table 9 indicates the top 20 highly cited articles considered as the most influential papers. Within the range of 1888 papers and 23479 citations, the highest number of cites is 679, written by R. Hanna, A. Rohm, V.L. Crittenden with the title article of “We’re all connected: The power of the social media ecosystem”. Table 9. Top 20 highly cited articles Ref. Authors Title Year Cites Cites per Year 22 R. Hanna, A. Rohm, V.L. Crittenden “We’re all connected: The power of the social media ecosystem” 2011 679 75.44 23 M. Cha, A. Mislove, K.P. Gummadi “A measurement-driven analysis of information propagation in the Flickr social network” 2009 548 49.82 24 K.-Y. Goh, C.-S. Heng, Z. Lin “Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer- generated content” 2013 523 74.71 25 J.A. Greene, N.K. Choudhry, E. Kilabuk, W.H. Shrank “Online social networking by patients with diabetes: A qualitative evaluation of communication with Facebook” 2011 411 45.67 7 S. Aral, D. Walker “Creating social contagion through viral product design: A randomized trial of peer influence in networks” 2011 368 40.89 26 A.N. Smith, E. Fischer, C. Yongjian “How does brand-related user-generated content differ across YouTube, Facebook, and Twitter?” 2012 349 43.63 27 W. Youyou, M. Kosinski, D. Stillwell “Computer-based personality judgments are more accurate than those made by humans” 2015 293 58.6 28 M.M. Mostafa “More than words: Social networks’ text mining for consumer brand sentiments” 2013 285 40.71 17 K. Vance, W. Howe, R.P. Dellavalle “Social internet sites as a source of public health information” 2009 255 23.18 29 M.L. Antheunis, K. Tates, T.E. Nieboer “Patients’ and health professionals’ use of social media in health care: Motives, barriers and expectations” 2013 250 35.71 30 I. Pletikosa, F. Michahelles “Online engagement factors on Facebook brand pages” 2013 237 33.86 31 A. Hearn “Meat, mask, burden’: Probing the contours of the branded ‘self’” 2008 237 19.75 18 K. Heinonen “Consumer activity in social media: Managerial approaches to consumers’ social media behavior” 2011 227 25.22 32 G.S. Enli, E. Skogerbø “Personalized campaigns in party-centred politics: Twitter and Facebook as arenas for political communication” 2013 221 31.57 (Continued) 78 http://www.i-jim.org Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis Ref. Authors Title Year Cites Cites per Year 8 M. Bruhn, V. Schoenmueller, D.B. Schäfer “Are social media replacing traditional media in terms of brand equity creation?” 2012 205 25.63 33 M.S. Yadav, K. de Valck, T. Hennig- Thurau, D.L. Hoffman, M. Spann “Social commerce: A contingency framework for assessing marketing potential” 2013 181 25.86 9 K. Hutter, J. Hautz, S. Dennhardt, J. Füller “The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook” 2013 179 25.57 34 A. Kaplan, and M. Haenlein “If you love something, let it go mobile: Mobile marketing and mobile social media 4x4” 2012 168 21 10 A.J. Kim, E. Ko “Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention” 2010 167 16.7 35 E. Bonsón, S. Royo, and M. Ratkai “Citizens’ engagement on local governments’ Facebook sites: An empirical analysis: The impact of different media and content types in Western Europe” 2015 159 31.8 5 Discussion This study provided an overview of literature on Facebook Marketing for the years ranging between 2006 and 2020 by using bibliometric analysis of research productiv- ity viewed through Scopus database. Within 1888 documents retrieved from Scopus, the document type of article tops the list with 1214 documents, equivalent to 64.3%. Journal was the highest of source type with 1250 documents, equivalent to 66.21%. The year 2019 tops the list for years of publications with 306 publications, equivalent to 16.21%. The trend of publications increases from 2006 to 2019, but decreases to 112 publications in 2020. It is still too early to assume on the decreasing factors, as 2020 has only reached the early stage of the second quarter. This is due to current situ- ations of the Covid-19 pandemic affects the trend of publications. As for the language used, English language tops the list with 1843 documents pub- lished, equivalent to 97.36%. This is fairly recognizable as to facilitate readers or other document researchers. The subject area that tops the list is Computer Science with a fre- quency of 775, equivalent to 23.93%. In conjunction with that, Lecture Notes in Com- puter Science Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics is the top active source title related to the study. As for the Citation Analysis, the article titled “We’re all connected: The power of the social media ecosystem” tops the list with 679 citations. Table 9. Top 20 highly cited articles (continued) iJIM ‒ Vol. 15, No. 20, 2021 79 Paper—Evolution Trends of Facebook Marketing in Digital Economics Growth: A Bibliometric Analysis 6 Conclusion Bibliometric analysis approach was employed to review publication performances within the topic of Facebook Marketing. The total retrieved data of 1888 documents will be increasing as the year 2020 has just reached the early stage of second quarter. But, eventually, the documents would be added in a slow pace as the Covid-19 pandemic has struck the worldwide and has affected publication performances. Moreover, Facebook Marketing may not be as popular as Google marketing tools, in time to come. The limitations of the study can be identified as samples retrievable are more towards social media as a whole, but minimally on the specific area of Facebook Marketing. 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International Journal of Interactive Mobile Technologies, 15(5), 187–204. https://doi.org/10.3991/ijim.v15i05.18147 [37] H. Zanuddin, and N. Shaid. (2021). Social Perceived Value on Social Media and Online News Portal. International Journal of Interactive Mobile Technologies, 15(4), 61–72. https:// doi.org/10.3991/ijim.v15i04.20189 9 Authors Nadzrif Othman is currently an MBA student at Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, Kedah, Malaysia. His areas of inter- est include business management, marketing, international marketing and consumer behaviour. email: nadzrif@gmail.com Assoc. Prof. Dr. Norbayah Mohd Suki is an Associate Professor at School of Creative Industry Management & Performing Arts, Universiti Utara Malaysia, Kedah, Malaysia. Her research interests include Creative Multimedia, Mobile Learning, Animation, HCI, User Experience and Behaviour, etc. She can be reached at bayasuki@yahoo.com. Professor Dr. Norazah Mohd Suki is a Professor of Marketing & E-Commerce at Othman Yeop Graduate School of Business (OYAGSB), Universiti Utara Malaysia. Her research interests include Marketing and E-Commerce. She can be contacted at: azahsuki@yahoo.com. Article submitted 2021-04-30. Resubmitted 2021-06-29. Final acceptance 2021-06-29. Final version published as submitted by the authors. 82 http://www.i-jim.org https://doi.org/10.1016/j.eswa.2013.01.019 https://doi.org/10.1016/j.eswa.2013.01.019 https://doi.org/10.1016/j.pec.2013.06.020 https://doi.org/10.1007/s13278-013-0098-8 https://doi.org/10.1007/s13278-013-0098-8 https://doi.org/10.1177/1469540508090086 https://doi.org/10.1080/1369118X.2013.782330 https://doi.org/10.1016/j.intmar.2013.09.001 https://doi.org/10.1016/j.bushor.2011.10.009 https://doi.org/10.1016/j.bushor.2011.10.009 https://doi.org/10.1016/j.giq.2014.11.001 https://doi.org/10.1016/j.giq.2014.11.001 https://doi.org/10.3991/ijim.v15i05.18147 https://doi.org/10.3991/ijim.v15i04.20189 https://doi.org/10.3991/ijim.v15i04.20189 mailto:nadzrif@gmail.com mailto:bayasuki@yahoo.com mailto:azahsuki@yahoo.com