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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2022
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| 在线阅读: | 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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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 |