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...

Full description

Saved in:

Bibliographic Details
Main Author:	Chandravathannie, Subramaniam
Format:	Thesis
Language:	eng eng
Published:	2024
Subjects:	HF5548.34 Mobile Commerce
Online Access:	https://etd.uum.edu.my/11243/1/depositpermission-s831724.pdf https://etd.uum.edu.my/11243/2/s831724_01.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uum-etd.11243
record_format	uketd_dc
spelling	my-uum-etd.112432024-08-11T02:35:15Z The Impact Of Social Media Influencers (Smis) On Purchasing Intentions Among Malaysian University Students 2024 Chandravathannie, Subramaniam Kamarudin, Muhamad Ali Imran School of Business Management School Of Business Management HF5548.34 Mobile Commerce 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. 2024 Thesis https://etd.uum.edu.my/11243/ https://etd.uum.edu.my/11243/1/depositpermission-s831724.pdf text eng staffonly https://etd.uum.edu.my/11243/2/s831724_01.pdf text eng public other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Kamarudin, Muhamad Ali Imran
topic	HF5548.34 Mobile Commerce
spellingShingle	HF5548.34 Mobile Commerce Chandravathannie, Subramaniam The Impact Of Social Media Influencers (Smis) On Purchasing Intentions Among Malaysian University Students
description	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.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Chandravathannie, Subramaniam
author_facet	Chandravathannie, Subramaniam
author_sort	Chandravathannie, Subramaniam
title	The Impact Of Social Media Influencers (Smis) On Purchasing Intentions Among Malaysian University Students
title_short	The Impact Of Social Media Influencers (Smis) On Purchasing Intentions Among Malaysian University Students
title_full	The Impact Of Social Media Influencers (Smis) On Purchasing Intentions Among Malaysian University Students
title_fullStr	The Impact Of Social Media Influencers (Smis) On Purchasing Intentions Among Malaysian University Students
title_full_unstemmed	The Impact Of Social Media Influencers (Smis) On Purchasing Intentions Among Malaysian University Students
title_sort	impact of social media influencers (smis) on purchasing intentions among malaysian university students
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2024
url	https://etd.uum.edu.my/11243/1/depositpermission-s831724.pdf https://etd.uum.edu.my/11243/2/s831724_01.pdf
_version_	1811772575263490048

The Impact Of Social Media Influencers (Smis) On Purchasing Intentions Among Malaysian University Students

Similar Items