Article Per Year (5 Year)
p-Index From 2021 - 2026
0.751
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This Author published in this journals
All Journal International Journal of Accounting & Finance in Asia Pasific
Oh Zi Jian
Batu Lanchang Vocational College
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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A Study on Nestle Promotion Strategy Padmalini Singh; Liem Gai Sin; Nur Shafiqah Binti Kama’Aziri; Oh Zi Jian; Nur Amiera Sofea Binti Mohd Azlan; Putri Nur Illya Balkhis Binti Ibrahim; Dave Hoo Sheng; Daisy Mui Hung Kee; Joseph Tan Soo Heng; Liew Siaw Wee; Lim York Ying
International Journal of Accounting & Finance in Asia Pasific (IJAFAP) Vol 4, No 1 (2021): International Journal of Accounting & Finance in Asia Pasific (IJAFAP) February
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (207.404 KB) | DOI: 10.32535/ijafap.v4i1.1033

Abstract

This study aims to identify the most effective promotional medium used by Nestle. Nestle is the most successful manufacture which processes high quality and nutrition food and beverage to the Malaysians. To inspire consumers to purchase their products, Nestle must transform their promotional strategies frequently. A research will be conducted to collect information from respondent based on different characteristics to identify which is the most effective promotional medium used by Nestle. Through this research, we establish that the most effective promotional medium is Buy 1 Get 1 under sales promotion that helps consumers save more money. We have applied the implication idea to Nestle that can satisfy the customers’ needs and achieve sales target.
TikTok Marketing and Impulse Buying Behavior Among Gen Z Consumers: A Case Study of SHEIN Malaysia Paul Dung Gadi; Oh Zi Jian; Brahmmanand Sharma; Wei Xin Lee Lee; Xuan Yee Lee; Yun Qi Lee; Zhi Wei Lee; Pawni Sharma; Suraj Shukla; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i1.4395

Abstract

This study investigates the impact of TikTok marketing campaigns on impulse purchasing among Generation Z Malaysian consumers, specifically the fast-fashion retailer SHEIN. It seeks to uncover which aspects of marketing, including influencer endorsement, entertainment value, scarcity signals, and personalized recommendation, have the greatest impact on impulse buying intention. A quantitative method was undertaken by conducting an online survey of 200 Gen Z consumers to gather behavioral data. Results reveal the significant push of impulse buying by TikTok marketing, driven foremost by emotional excitement and felt urgency generated by influencer credibility and time-limited deals. Entertainment and content genuineness were also revealed to boost consumers' confidence and interaction towards the brand. Implications are drawn that the interactive TikTok environment weakens consumers' cognitive inhibiting power, inviting spontaneous, emotionally driven buying decisions. Findings present useful lessons for marketers that short video is required to enhance interaction and sales rate, and draw attention to the importance of responsible marketing communication targeting youth digital consumers
Co-Authors Brahmmanand Sharma Chan Weng Hoo Daisy Mui Hung Kee Daisy Mui Hung Kee Dave Hoo Sheng Decesta Kelcya Valentine Jeevendra A/L Rajendran Jeremy Tou Jia Hao Joseph Tan Soo Heng Leong Kar Chun Liem Gai Sin Liew Siaw Wee Lim Xin Wee Lim York Ying Mohamad Fikri Bin Azhar Norazwa Binti Abdullah Nur Amiera Sofea Binti Mohd Azlan Nur Shafiqah Binti Kama’Aziri Padmalini Singh Paul Dung Gadi Pawni Sharma Putri Nur Illya Balkhis Binti Ibrahim Siti Nur Madhiah Binti Ahmad Suraj Shukla Wei Xin Lee Lee Xuan Yee Lee Yun Qi Lee Zhi Wei Lee