The impact of social media influencers on purchase intention towards beauty products in Malaysia

Due to advancements in technology and social media, the popularity of social media influencers has grown, and more businesses and advertisers are utilizing them to enhance revenue and sales. This study aims to add to this field of study by examining the impact of social media influencers on the purc...

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Main Author:	Abu Talib, Siti Nurul Ain
Format:	Thesis
Language:	eng eng
Published:	2022
Subjects:	HF5801-6182 Advertising
Online Access:	https://etd.uum.edu.my/10491/1/permission%20to%20use-ALLOWED.pdf https://etd.uum.edu.my/10491/2/s827842_01.pdf
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id	my-uum-etd.10491
record_format	uketd_dc
spelling	my-uum-etd.104912023-04-16T02:25:08Z The impact of social media influencers on purchase intention towards beauty products in Malaysia 2022 Abu Talib, Siti Nurul Ain Sulaiman, Yaty School of Business Management School of Business Management HF5801-6182 Advertising Due to advancements in technology and social media, the popularity of social media influencers has grown, and more businesses and advertisers are utilizing them to enhance revenue and sales. This study aims to add to this field of study by examining the impact of social media influencers on the purchase intention of beauty products and by gaining a better knowledge of which characteristics significantly impact buy intention in Malaysia. Based on the literature review, a framework was developed that emphasized the features of social media influencers that have the potential to affect the purchase intent of beauty goods. A quantitative study employing a self-administered questionnaire with 269 participants examined the framework hypothesis. This study has four predictors: trustworthiness, expertise, likability, and similarity. The findings indicate that all four characteristics significantly influence Malaysia's propensity to purchase beauty products. The data revealed that likeability and expertise have a more decisive influence on consumer purchase intent than trustworthiness and similarity after analysing the data with version 28 of the Statistical Package for Social Science (SPSS) software. This study contributed new insights to our present understanding of the significant components of social influencer participation. With the help of these contributions, managers can consciously choose the characteristics to look for in social media influencers. 2022 Thesis https://etd.uum.edu.my/10491/ https://etd.uum.edu.my/10491/1/permission%20to%20use-ALLOWED.pdf text eng staffonly https://etd.uum.edu.my/10491/2/s827842_01.pdf text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Sulaiman, Yaty
topic	HF5801-6182 Advertising
spellingShingle	HF5801-6182 Advertising Abu Talib, Siti Nurul Ain The impact of social media influencers on purchase intention towards beauty products in Malaysia
description	Due to advancements in technology and social media, the popularity of social media influencers has grown, and more businesses and advertisers are utilizing them to enhance revenue and sales. This study aims to add to this field of study by examining the impact of social media influencers on the purchase intention of beauty products and by gaining a better knowledge of which characteristics significantly impact buy intention in Malaysia. Based on the literature review, a framework was developed that emphasized the features of social media influencers that have the potential to affect the purchase intent of beauty goods. A quantitative study employing a self-administered questionnaire with 269 participants examined the framework hypothesis. This study has four predictors: trustworthiness, expertise, likability, and similarity. The findings indicate that all four characteristics significantly influence Malaysia's propensity to purchase beauty products. The data revealed that likeability and expertise have a more decisive influence on consumer purchase intent than trustworthiness and similarity after analysing the data with version 28 of the Statistical Package for Social Science (SPSS) software. This study contributed new insights to our present understanding of the significant components of social influencer participation. With the help of these contributions, managers can consciously choose the characteristics to look for in social media influencers.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Abu Talib, Siti Nurul Ain
author_facet	Abu Talib, Siti Nurul Ain
author_sort	Abu Talib, Siti Nurul Ain
title	The impact of social media influencers on purchase intention towards beauty products in Malaysia
title_short	The impact of social media influencers on purchase intention towards beauty products in Malaysia
title_full	The impact of social media influencers on purchase intention towards beauty products in Malaysia
title_fullStr	The impact of social media influencers on purchase intention towards beauty products in Malaysia
title_full_unstemmed	The impact of social media influencers on purchase intention towards beauty products in Malaysia
title_sort	impact of social media influencers on purchase intention towards beauty products in malaysia
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2022
url	https://etd.uum.edu.my/10491/1/permission%20to%20use-ALLOWED.pdf https://etd.uum.edu.my/10491/2/s827842_01.pdf
_version_	1776103828417937408

The impact of social media influencers on purchase intention towards beauty products in Malaysia

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