An abundance of social media marketing research has been conducted on urban consumers, but notably, only a few attempts have been made in understanding suburban consumers, especially on low involvement products. Due to this lack of research, this study aims to understand how social media marketing influences online purchasing behavior of Millennials in suburban areas of low involvement products. This study adapts the theory of uses and gratification to justify online purchasing behavior among Millennials. This study also seeks to understand the role of consumer engagement as a moderator. A total of 384 respondents, aged between 18-35 years old who have experience purchasing low involvement products through online websites took part in this study. The results indicated that three (3) social media marketing dimensions, namely online communities, entertainment, and perceived trust, had significant effects on the Millennials’ online purchasing behavior of low involvement products. However, consumer engagement did not moderate the relationship between social media marketing dimensions and the online purchasing behavior of Millennials regarding low involvement products. This study contributes to the integration of two new dimensions, namely entertainment and perceived trust in the concept of social media marketing. The findings have supported the uses and gratification theory, whereby Millennials in suburban areas inclined to choose their favorite online websites to fulfill their needs and wants. This finding also helped marketing managers to design their websites to cater to the unique trends of Millennials. Apart from that, this study also contributes to the marketing literature in relation to the space of low involvement products, consumer engagement, and Millennials' online purchasing behavior.

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郊区千禧一代的购买行为会受到社交媒体营销的影响吗？来自马来西亚的经验证据

已经对城市消费者进行了大量的社交媒体营销研究，但是值得注意的是，在了解郊区消费者方面，尤其是在低参与度产品方面，仅进行了少量尝试。由于缺乏研究，本研究旨在了解社交媒体营销如何影响低参与度产品郊区的千禧一代的在线购买行为。本研究采用使用和满足的理论来证明千禧一代之间的在线购买行为是合理的。本研究还试图了解消费者参与作为主持人的作用。共有384位年龄在18-35岁之间的受访者（他们有通过在线网站购买低参与度产品的经验）参加了这项研究。结果表明，三（3）个社交媒体营销维度，即在线社区，娱乐和感知信任对千禧一代低参与度产品的在线购买行为产生了重大影响。但是，消费者的参与并没有缓和社交媒体营销规模与千禧一代关于低参与度产品的在线购买行为之间的关系。这项研究有助于整合两个新维度，即娱乐和对社交媒体营销概念的感知信任。这些发现支持了使用和满足的理论，郊区的千禧一代倾向于选择自己喜欢的在线网站来满足他们的需求。这一发现还帮助营销经理设计了网站，以迎合千禧一代的独特趋势。除此之外，