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The Impact of Social Media Influencers Towards Consumers’ Attitude

The rapid evolution of marketing trends is closely tied to the increasing use of social media, driven by advancements in technology and the preferences of the younger generation. Brands are increasingly leveraging the influence of social media personalities as endorsers, making social media influ...

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Main Authors: Tan, Kristine, Kai Qing, Soon, Eu Hui, Sriganesh, Varun
Format: Article
Language:English
English
Published: INTI International University 2024
Subjects:
H Social Sciences (General)
HF Commerce
HM Sociology
Online Access:http://eprints.intimal.edu.my/2115/1/jobss2024_33.pdf
http://eprints.intimal.edu.my/2115/2/654
http://eprints.intimal.edu.my/2115/
http://ipublishing.intimal.edu.my/jobss.html
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spelling my-inti-eprints.21152024-12-30T09:13:14Z http://eprints.intimal.edu.my/2115/ The Impact of Social Media Influencers Towards Consumers’ Attitude Tan, Kristine, Kai Qing Soon, Eu Hui Sriganesh, Varun H Social Sciences (General) HF Commerce HM Sociology The rapid evolution of marketing trends is closely tied to the increasing use of social media, driven by advancements in technology and the preferences of the younger generation. Brands are increasingly leveraging the influence of social media personalities as endorsers, making social media influencer marketing one of the most prevalent and effective strategies for promoting products and services. Compared to traditional marketing methods, influencer marketing has demonstrated greater effectiveness in shaping consumer attitudes and behaviors. This study examines the impact of social media influencers on consumers’ attitudes, focusing on the Malaysian context. Data were collected through an online survey to explore how influencer marketing influences purchasing decisions. The findings reveal that consumers are more inclined to trust and purchase products endorsed by influencers than those promoted through official advertising. By analyzing the role of influencers in shaping consumer attitudes, this research underscores the importance of promoting responsible consumption patterns, aligning with Sustainable Development Goal 12 (SDG 12). The study advocates for brands and influencers to encourage ethical consumption and sustainable practices, ensuring that marketing efforts contribute to the broader goal of achieving sustainable production and responsible consumer behavior. INTI International University 2024-12 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/2115/1/jobss2024_33.pdf text en cc_by_4 http://eprints.intimal.edu.my/2115/2/654 Tan, Kristine, Kai Qing and Soon, Eu Hui and Sriganesh, Varun (2024) The Impact of Social Media Influencers Towards Consumers’ Attitude. Journal of Business and Social Sciences, 2024 (33). pp. 1-12. ISSN 2805-5187 http://ipublishing.intimal.edu.my/jobss.html
institution INTI International University
building INTI Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider INTI International University
content_source INTI Institutional Repository
url_provider http://eprints.intimal.edu.my
language English
English
topic H Social Sciences (General)
HF Commerce
HM Sociology
spellingShingle H Social Sciences (General)
HF Commerce
HM Sociology
Tan, Kristine, Kai Qing
Soon, Eu Hui
Sriganesh, Varun
The Impact of Social Media Influencers Towards Consumers’ Attitude
description The rapid evolution of marketing trends is closely tied to the increasing use of social media, driven by advancements in technology and the preferences of the younger generation. Brands are increasingly leveraging the influence of social media personalities as endorsers, making social media influencer marketing one of the most prevalent and effective strategies for promoting products and services. Compared to traditional marketing methods, influencer marketing has demonstrated greater effectiveness in shaping consumer attitudes and behaviors. This study examines the impact of social media influencers on consumers’ attitudes, focusing on the Malaysian context. Data were collected through an online survey to explore how influencer marketing influences purchasing decisions. The findings reveal that consumers are more inclined to trust and purchase products endorsed by influencers than those promoted through official advertising. By analyzing the role of influencers in shaping consumer attitudes, this research underscores the importance of promoting responsible consumption patterns, aligning with Sustainable Development Goal 12 (SDG 12). The study advocates for brands and influencers to encourage ethical consumption and sustainable practices, ensuring that marketing efforts contribute to the broader goal of achieving sustainable production and responsible consumer behavior.
format Article
author Tan, Kristine, Kai Qing
Soon, Eu Hui
Sriganesh, Varun
author_facet Tan, Kristine, Kai Qing
Soon, Eu Hui
Sriganesh, Varun
author_sort Tan, Kristine, Kai Qing
title The Impact of Social Media Influencers Towards Consumers’ Attitude
title_short The Impact of Social Media Influencers Towards Consumers’ Attitude
title_full The Impact of Social Media Influencers Towards Consumers’ Attitude
title_fullStr The Impact of Social Media Influencers Towards Consumers’ Attitude
title_full_unstemmed The Impact of Social Media Influencers Towards Consumers’ Attitude
title_sort impact of social media influencers towards consumers’ attitude
publisher INTI International University
publishDate 2024
url http://eprints.intimal.edu.my/2115/1/jobss2024_33.pdf
http://eprints.intimal.edu.my/2115/2/654
http://eprints.intimal.edu.my/2115/
http://ipublishing.intimal.edu.my/jobss.html
_version_ 1819915651037265920
score 13.223943

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