Male and Female Social Media Influencers: The Impact of Gender on Emerging Adults

Lokithasan, Komathi; Simon, Salomi; Jasmin, Nur Zahrawaani; Othman, Nur Ajeerah

doi:10.35631/ijmtss.29003

Cited by 31 publications

(20 citation statements)

References 3 publications

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“…Previous endorsement literature has concentrated on either the endorser’s characteristics or product attributes and ignored the role of consumer characteristics (Reed, 2002; Tzoumaka et al , 2016). Similarly, earlier work in SMI marketing mainly paid attention to test the gender of influencers (Lokithasan et al , 2019). There is scant attention paid to the biological gender of social media followers.…”

Section: Discussionmentioning

confidence: 99%

How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender

Sun

Leung

Bai

2021

IJCHM

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Purpose This paper aims to study how a social media influencer (SMI) endorsement affects followers’ event attitude and behavioral intentions. More importantly, it comparatively examines the role of followers’ gender in event SMI marketing effectiveness. Design methodology approach Based on the congruity theory of attitude change, the current study developed an integrated framework of SMI marketing. In total, 335 online surveys were collected. Partial least squares structural equation modeling and multi-group analysis were conducted to test the hypotheses. Findings Results show that a follower’s attitude and behavioral intentions toward the event are affected by his or her influencer attitude. The present study also finds that follower’s social media post attitude plays a mediating role. Moreover, female followers are impacted more directly by their influencer attitude, while male followers are affected more indirectly through their attitude toward the social media posts. Research limitations implications The current study not only extends the event literature on SMI marketing but also provides recommendations for event professionals on SMI selection. Originality value This study examines SMI endorsement as a relatively new marketing tool in the event setting. It also is a pioneer study in testing the effect of social media followers’ gender differences.

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Section: Discussionmentioning

confidence: 99%

How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender

Sun

Leung

Bai

2021

IJCHM

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“…Some courses require endurance, considering physical strength, and physical work tends to embrace men because they are better at technical work [12]. Males tend to be perceived and wider social networks in terms of position, so they tend to get a higher position in an organization [13]. Besides, men are said to be able to decide without contemplating personal affairs and feelings alone [14].…”

Section: Resultsmentioning

confidence: 99%

Positive Effects of Residence Challenges: The Impact of being Successful on Academic Achievement

Hanawi¹,

Saat²,

Amin³

et al. 2021

Int j pharm res allied sci

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The merit score included co-curricular activity at university. The merit score was determined based on the activity involved during their academic session by university students. The study was conducted to determine the influence of the merit score obtained by engaging in campus activities on the academic performance of students and to determine the relationship between academic performance, year, course, and gender. This study of undergraduate students was a cross-sectional study. Stratified random sampling and then accompanied by systematic random sampling were the methods of sampling used. In this study, 174 students participated, with an 85.3 percent response rate. The results of this analysis showed that the merit scores had an overall weak academic performance correlation. However, it is also found that according to the year of study, the merit scores were not statistically significant and that gender and courses was a significant predictor of the merit score. The merit score associated with gender was shown to be the result. Compared to female students, male students are more involved and this can impact their academic performance. In balancing life between co-curricular activities that are required for the creation of generic skills and academic achievement, students should be very thoughtful.

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“…Furthermore, Lokithasan et al (2019) said that there are differences between male and female influencers' way of influencing people in their lives. Their study showed that female influencers that promote beauty products tend to attract female followers whilst male are more into male influencers that promote games and technology.…”

Section: Social Media Influencers (Smis)mentioning

confidence: 99%

“…Each user on the platform has their own interest and there are variety of social media influencers (SMIs) on the internet. Social media influencers are groups of people that have constructed a reputation for themselves through applying social media platforms to promote oneself (Lokithasan et al, 2019). There are beauty influencers, fashion influencers, food influencers, fitness influencers and etc.…”

Section: Introductionmentioning

confidence: 99%

Social Media Influencers and The Dietary Choices Among University Students

Ahmad

Bruno

2021

MJSSH

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This study investigated the attitude and subjective norms of students on Social Media Influencers (SMIs) towards the behavioural intent on their dietary choices in accordance with the Theory of Reasoned Action. Social media influencers as groups of people have had to some extent constructed a reputation for themselves through applying social media platforms to promote oneself. In completing the study, the final year students in Universiti Malaysia Sabah (UMS) were selected as the respondents. The results of the study showed there is a significant relationship between the subjective norms of students on SMIs with the behavioral intent on their dietary choices. Thus, the study concluded that attitude of students towards the SMIs does not affected their daily dietary choices, however, the subjective norms in the students’ life on the SMIs actually makes a difference in their eating habits. Based on the findings of the study, 97.6% of the students believed that they have healthy dietary choices. This study also shows that, 98.8% of the respondents subscribe to social media influencers on their social media accounts. The findings alone indicated that the students’ live are impacted by them. Furthermore, most of them follow the social media influencers on every social media platform: Instagram, Facebook, YouTube, TikTok and Twitter. However, Instagram is the most used social media platform to subscribe to them.

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Male and Female Social Media Influencers: The Impact of Gender on Emerging Adults

Cited by 31 publications

References 3 publications

How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender

How social media influencer’s event endorsement changes attitudes of followers: the moderating effect of followers’ gender

Positive Effects of Residence Challenges: The Impact of being Successful on Academic Achievement

Social Media Influencers and The Dietary Choices Among University Students

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