The Effectiveness of Social Media Influencers and Its Impact Digital Marketing Towards the Buying Behaviors among Generation Z in Malaysia
The increasing number of active social media users has given rise to a new form of digital marketing and claims refer to heightened effects with the presence of social media influencers. This strategy leverages individuals with established online identities and reputations to promote products or...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
INTI International University
2024
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/2114/1/jobss2024_32.pdf http://eprints.intimal.edu.my/2114/2/653 http://eprints.intimal.edu.my/2114/ http://ipublishing.intimal.edu.my/jobss.html |
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| Summary: | The increasing number of active social media users has given rise to a new form of digital
marketing and claims refer to heightened effects with the presence of social media influencers.
This strategy leverages individuals with established online identities and reputations to promote
products or brands through posts, photos, and videos, shaping consumer perceptions and
behaviors. Recognizing its potential, many companies and brands have adopted this approach,
particularly when targeting Generation Z. This study aims to determine the effectiveness of social
media influencers and their impact on the buying behaviors of Generation Z in Malaysia. Data was
collected through an online survey distributed via Google Forms, yielding 120 valid responses,
which were analyzed using SPSS software. The findings indicate significant relationships between
the variables examined, with all hypotheses supported, revealing that social media influencers
positively and effectively impact the purchasing decisions of Generation Z. Furthermore, this
research underscores the importance of collaboration between businesses, influencers, and digital
platforms to foster sustainable partnerships in digital marketing, aligning with Sustainable
Development Goal 17 (SDG 17). By promoting ethical and mutually beneficial partnerships, this
study advocates for a more inclusive and sustainable approach to leveraging social media
influencers in digital marketing strategies. |
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