SOCIAL MEDIA INFLUENCERS’ ATTRIBUTES ON FOLLOWERS’ PURCHASE INTENTION IN MALAYSIA

Authors

  • FAZILAH TAMSIR Department of Business and Accountancy, Universiti Selangir, Selangor, Malaysia.
  • NOOR NASYIKIN MD ZAIN Department of Business and Accountancy, Universiti Selangir, Selangor, Malaysia.
  • HALIMI PONIRAN Department of Business and Accountancy, Universiti Selangir, Selangor, Malaysia.
  • SURIA ABU BASAR Department of Business and Accountancy, Universiti Selangir, Selangor, Malaysia.
  • ASMA RINA ABDUL RAHMAN Department of Business and Accountancy, Universiti Selangir, Selangor, Malaysia.
  • NOOR MALINDA MOHAMED MOHAN Department of Business and Accountancy, Universiti Selangir, Selangor, Malaysia.
  • NOOR AYUERNIE IBRAHIM Department of Business and Accountancy, Universiti Selangir, Selangor, Malaysia.

DOI:

https://doi.org/10.55197/qjssh.v4i6.283

Keywords:

brand awareness, influencer credibility, influencer endorsement, purchase intention

Abstract

Social media is a platform that connects people especially between the business organisation and customer. It became a marketing strategy to manage market shrinkage in diverse industries. This study aims to investigate the influence of brand awareness on purchase intention through the mediating role of influencers’ attributes (credibility and endorsement) among consumers in Selangor, Malaysia. This study was hinged on the Source Credibility Theory. Using a survey research method, a structured questionnaire was administered among 389 social media (such as Facebook, Instagram, Twitter, and TikTok) followers in Selangor with experience in purchasing products/services after watching or browsing social medias endorsed by an influencer. The findings revealed that majority of consumers’ purchase intention are moderately affected by the social media influencers. Further, the results show that brand awareness, influencers’ credibility, and influencers’ endorsement have a stronger influence on purchase intention. Besides, both influencers’ credibility and influencers’ endorsement have a mediation role on the relationship between brand awareness and purchase intention. This result indicates that a “credible” social media influencer that endorsed the specific product/service with social media post stated an '#sponsored' '#ad' have a positive effect towards the brand and purchase intention. It was recommended that companies should ascertain the credibility of social media influencers whose services would be employed in order to enhance positive perception about product promotion among the consumers.

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Published

2023-12-12

How to Cite

TAMSIR, F., MD ZAIN, N. N., PONIRAN, H., ABU BASAR, S., ABDUL RAHMAN, A. R., MOHAMED MOHAN, N. M., & IBRAHIM, N. A. (2023). SOCIAL MEDIA INFLUENCERS’ ATTRIBUTES ON FOLLOWERS’ PURCHASE INTENTION IN MALAYSIA. Quantum Journal of Social Sciences and Humanities, 4(6), 1–14. https://doi.org/10.55197/qjssh.v4i6.283

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