The impact of modest influencers on consumers fashion purchase decision in Malaysia via Instagram / Worood Abdulkarim Salman
Recent studies have provided insights on the popularity of Instagram with high rate of 1billion active users. This showed an evidence that people are comfortable in utilizing this platform. This study examined how modest Instagram influencer could enhance consumers’ purchase decision and why individ...
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| Format: | Thesis |
| Language: | English |
| Published: |
2019
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| Online Access: | https://ir.uitm.edu.my/id/eprint/87283/1/87283.pdf |
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| Summary: | Recent studies have provided insights on the popularity of Instagram with high rate of 1billion active users. This showed an evidence that people are comfortable in utilizing this platform. This study examined how modest Instagram influencer could enhance consumers’ purchase decision and why individuals are motivated to participate in this particular social media network. This research also explored uses and gratifications individuals received from joining Instagram. |
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