Malaysian Youth Expectations of Social Media Influencers (Smi)

Hamid, Mohd Noor Abdul; Pooi, Chow Khey; Reng, Oh Shuet

doi:10.32890/jcisc2022.1.1

Cited by 2 publications

(2 citation statements)

References 56 publications

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“…Numerous past studies have examined the social media influencers traits and their impact on consumer behaviour such as brand awareness, loyalty, engagement and participation, willingness to pay more, positive word of mouth, and repeat purchase (e.g. Hamid et al, 2022;AlFarraj et al, 2021;Wiedmann and Mettenheim, 2021;Chetioui et al, 2020;Lou and Yan, 2018;Schwemmer and Ziewiecki, 2018;etc.). Additionally, a study by Kim (2022) has stated that SMIs have the ability to influence consumer satisfaction.…”

Section: Relationship Between Social Media Influencers Traits and Con...mentioning

confidence: 99%

Exploring the Influence of Social Media Influencers’ (SMIs) Traits on Consumer Purchasing Behavior for Online Products on the TikTok Platform: The Mediating Effect of Trustworthiness

Abdullah,

Mohamad Khan,

Ibrahim

et al. 2023

IJARBSS

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In today's digital age and with the surge of social media usage, influencer marketing has emerged as a popular tool for businesses to harness the power of social media in order to interact with their target market in a more credible and engaging manner. In using this tool, it is vital for businesses to carefully plan and select the right social media influencers for their brands. The notion of finding the right social media influencer prevail the need to understand the characteristics or traits of the social media influencer. Thus, this study aims to investigate how the social media influencer's traits specifically credibility, authenticity, and expertise can influence the consumer purchasing behavior for online products and be mediated by the trustworthiness aspect. The study is a quantitative research, whereby a simple random sampling will be used for participants' selection; the social media users who buy products using the TikTok platform. A self-administered online survey questionnaire with five-point Likert scale will be applied for data collecting purposes. Partial Least Square-Structural Equation Modelling (PLS-SEM) will be used to analyze questions on the SMIs traits: credibility, authenticity, and expertise on the consumer purchase behavior. This paper explores the traits or characteristics of social media influencers as well as the mediating role of trustworthiness in shaping the consumer buying behaviour. The implications for marketers include a better understanding of how consumers engage with social media influencers on social media. Results from this study may postulate a theoretical framework for measuring consumer buying behavior based on social media influencer traits.

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Section: Relationship Between Social Media Influencers Traits and Con...mentioning

confidence: 99%

Exploring the Influence of Social Media Influencers’ (SMIs) Traits on Consumer Purchasing Behavior for Online Products on the TikTok Platform: The Mediating Effect of Trustworthiness

Abdullah,

Mohamad Khan,

Ibrahim

et al. 2023

IJARBSS

View full text Add to dashboard Cite

show abstract

“…Hence, social media influencers exert a more pronounced influence on consumers in contemporary culture compared to previous eras (Sudha & Sheena, 2017). To effectively target their desired market, many marketers use social media influencers' widespread popularity (Hamid et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

TikTok influencers and purchase intentions of the senior high school students in Divine Word College of San Jose

Gega,

Sison,

Catena

et al. 2024

IJRSM

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This research study investigated how TikTok influencers influence students' purchasing intentions by establishing three perceived characteristics of the TikTok influencers and considering the student's profile. It aimed to explicate the importance of comprehending consumer behavior and the extent of awareness in the context of making purchases on TikTok platforms. The research employed a quantitative approach with a descriptive-correlational design; the study surveyed 203 of the 432 Senior High School students from the Divine Word College of San Jose using a systematic sampling approach. Data was collected through printed survey papers using a modified-adapted questionnaire with a four-point Likert scale. The statistical tools used for the treatments were: weighted mean, which assessed TikTok influencers and purchase intention level; Pearson correlation coefficient, which explored the profile and purchase intention association; and Regression, which predicted TikTok Influencers' effect on purchase intention. Results revealed significant relationships between age and purchase intention, as well as sex and purchase intention, while monthly allowance and TikTok usage frequency showed no significant relationship with purchase intention. Moreover, parasocial relationship, expertise, and trustworthiness were found to have highly significant relationships with purchase intention. The study highlights a highly significant relationship

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Malaysian Youth Expectations of Social Media Influencers (Smi)

Cited by 2 publications

References 56 publications

Exploring the Influence of Social Media Influencers’ (SMIs) Traits on Consumer Purchasing Behavior for Online Products on the TikTok Platform: The Mediating Effect of Trustworthiness

Exploring the Influence of Social Media Influencers’ (SMIs) Traits on Consumer Purchasing Behavior for Online Products on the TikTok Platform: The Mediating Effect of Trustworthiness

TikTok influencers and purchase intentions of the senior high school students in Divine Word College of San Jose

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