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The effect of social media influencer on youth online buying behavior in Klang Valley

Nowadays, many companies use social media influencer marketing as their marketing strategy. This is because the rise of social media platforms has led to many people find the product recommendation and solution through social media influencers. Many companies will find the social media influencer to...

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Bibliographic Details
Main Author: Goh, Pieh Ling
Format: Final Year Project / Dissertation / Thesis
Published: 2024
Subjects:
H Social Sciences (General)
HF Commerce
T Technology (General)
Online Access:http://eprints.utar.edu.my/6722/1/202310%2D51_FYP_Goh_Pieh_Ling_GOH_PIEH_LING.pdf
http://eprints.utar.edu.my/6722/
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spelling my-utar-eprints.67222024-08-19T08:23:00Z The effect of social media influencer on youth online buying behavior in Klang Valley Goh, Pieh Ling H Social Sciences (General) HF Commerce T Technology (General) Nowadays, many companies use social media influencer marketing as their marketing strategy. This is because the rise of social media platforms has led to many people find the product recommendation and solution through social media influencers. Many companies will find the social media influencer to endorse their products. Therefore, it is important for company to know the effect of social media influencers on youth online buying behaviour. This research aims to study the effect of social media influencer on youth online buying behaviour within the context of social media influencer marketing in Klang Valley. The independent variables in this research are subjective norms, identification with influencer, and perceived social proof which is based on the theory of planned behaviour and social influence theory. The target population of this research is the youth aged between 15 to 30 years old. Data were collected from 199 youth in Klang Valley and their data were analysed by using Statistical Package for Social Sciences (SPSS). The findings revealed that the identification with influencer and perceived social proof have a significant relationship on youth online buying behaviour within the context of social media influencer marketing in Klang Valley. Overall, this research help to better understand on youth buying behaviour within the context of social media influencer marketing in Klang Valley. 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6722/1/202310%2D51_FYP_Goh_Pieh_Ling_GOH_PIEH_LING.pdf Goh, Pieh Ling (2024) The effect of social media influencer on youth online buying behavior in Klang Valley. Final Year Project, UTAR. http://eprints.utar.edu.my/6722/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic H Social Sciences (General)
HF Commerce
T Technology (General)
spellingShingle H Social Sciences (General)
HF Commerce
T Technology (General)
Goh, Pieh Ling
The effect of social media influencer on youth online buying behavior in Klang Valley
description Nowadays, many companies use social media influencer marketing as their marketing strategy. This is because the rise of social media platforms has led to many people find the product recommendation and solution through social media influencers. Many companies will find the social media influencer to endorse their products. Therefore, it is important for company to know the effect of social media influencers on youth online buying behaviour. This research aims to study the effect of social media influencer on youth online buying behaviour within the context of social media influencer marketing in Klang Valley. The independent variables in this research are subjective norms, identification with influencer, and perceived social proof which is based on the theory of planned behaviour and social influence theory. The target population of this research is the youth aged between 15 to 30 years old. Data were collected from 199 youth in Klang Valley and their data were analysed by using Statistical Package for Social Sciences (SPSS). The findings revealed that the identification with influencer and perceived social proof have a significant relationship on youth online buying behaviour within the context of social media influencer marketing in Klang Valley. Overall, this research help to better understand on youth buying behaviour within the context of social media influencer marketing in Klang Valley.
format Final Year Project / Dissertation / Thesis
author Goh, Pieh Ling
author_facet Goh, Pieh Ling
author_sort Goh, Pieh Ling
title The effect of social media influencer on youth online buying behavior in Klang Valley
title_short The effect of social media influencer on youth online buying behavior in Klang Valley
title_full The effect of social media influencer on youth online buying behavior in Klang Valley
title_fullStr The effect of social media influencer on youth online buying behavior in Klang Valley
title_full_unstemmed The effect of social media influencer on youth online buying behavior in Klang Valley
title_sort effect of social media influencer on youth online buying behavior in klang valley
publishDate 2024
url http://eprints.utar.edu.my/6722/1/202310%2D51_FYP_Goh_Pieh_Ling_GOH_PIEH_LING.pdf
http://eprints.utar.edu.my/6722/
_version_ 1809054511953608704
score 13.211869

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