The Impact Of Social Media Influencers (Smis) On Purchasing Intentions Among Malaysian University Students
The study "The Impact of Social Media Influencers on Purchasing Intentions Among Malaysian University Students" provides an in-depth examination of the dynamic role social media influencers play in guiding the decision-making processes of consumers, particularly in digital marketing. This...
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| Format: | Thesis |
| Language: | eng eng |
| Published: |
2024
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| Online Access: | https://etd.uum.edu.my/11243/1/depositpermission-s831724.pdf https://etd.uum.edu.my/11243/2/s831724_01.pdf |
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| Summary: | The study "The Impact of Social Media Influencers on Purchasing Intentions Among Malaysian University Students" provides an in-depth examination of the dynamic role social media influencers play in guiding the decision-making processes of consumers, particularly in digital marketing. This study aims to assess the extent to which the perceived credibility, expertise, attractiveness, and engagement level of influencers can sway consumer behavior, specifically the purchasing intentions of Malaysian university students. Employing a quantitative research design, data was meticulously gathered through a structured questionnaire administered to 150 Malaysian university students. This sample was strategically chosen to reflect the target demographic most affected by influencer marketing. The data collected was rigorously analyzed using the Statistical Package for the Social Sciences (SPSS) version 26. Spearman’s correlation method was utilized to establish the relationship between the perceived attributes of social media influencers and the purchasing intentions of the respondents. The findings revealed a statistically significant correlation, underscoring the profound influence that social media influencers have on the purchasing intentions of young consumers. The attributes of influencers were found to be powerful predictors of purchasing behavior, indicating
that the more favorable the perception of the influencer's attributes, the stronger the intention to purchase. This study not only advances the theoretical understanding of influencer marketing's impact on consumer behavior but also offers practical insights for marketers aiming to leverage influencer partnerships more effectively. It recognizes the evolving nature of consumer-influencer dynamics and the necessity for brands to adapt to these changes to maintain relevance in the digital marketing landscape. The study’s conclusions serve as a foundational reference for future research while acknowledging the constraints and opportunities for further exploration in this burgeoning field. |
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