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How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products

Nowadays, the number of social media influencers is growing substantially, leading many corporations to employ influencer marketing as a marketing communication method to raise brand awareness, attract customers’ attentions, and enhance public social engagement. This study aims to examine how influe...

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Main Authors: Yeoh, Min Fang, Tan, Qian Tong
Format: Final Year Project / Dissertation / Thesis
Published: 2024
Subjects:
HA Statistics
HB Economic Theory
Online Access:http://eprints.utar.edu.my/6937/1/2102043_Yeoh_Min_Fang.pdf
http://eprints.utar.edu.my/6937/
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spelling my-utar-eprints.69372025-02-04T07:55:56Z How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products Yeoh, Min Fang Tan, Qian Tong HA Statistics HB Economic Theory Nowadays, the number of social media influencers is growing substantially, leading many corporations to employ influencer marketing as a marketing communication method to raise brand awareness, attract customers’ attentions, and enhance public social engagement. This study aims to examine how influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products. By utilizing the Theory of Reasoned Action (TRA), this study investigates the impacts of independent variables, including attitudes towards influencer marketing (IV1) and the subjective norms (IV2), on Malaysian Gen Z consumers’ purchasing intentions (DV). A quantitative research methodology was applied in this research, and a data set was obtained from 385 respondents via online questionnaire by using snowball sampling method. The findings showed a strong relationship between attitudes towards influencer marketing and the subjective norms with the Malaysian Gen Z consumers purchasing intentions, supporting H1 and H2, respectively. These findings also enhance the understanding while providing theoretical and practical implications for both future researchers and fashion and beauty-related marketers and companies. However, this study faced a few limitations, including the lack of generalizability and unexplained variables. These limitations offer opportunities for future research to investigate deeper into the principles of influencer marketing and its impact on consumer behaviours. Keywords: Influencer Marketing, Purchasing Intentions, Gen Z, Fashion and Beauty Industry, TRA model, Attitude, Subjective Norms, Malaysia. Subject Area: HF5410-5417.5 Marketing. Distribution of products 2024-06 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6937/1/2102043_Yeoh_Min_Fang.pdf Yeoh, Min Fang and Tan, Qian Tong (2024) How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products. Final Year Project, UTAR. http://eprints.utar.edu.my/6937/
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 HA Statistics
HB Economic Theory
spellingShingle HA Statistics
HB Economic Theory
Yeoh, Min Fang
Tan, Qian Tong
How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products
description Nowadays, the number of social media influencers is growing substantially, leading many corporations to employ influencer marketing as a marketing communication method to raise brand awareness, attract customers’ attentions, and enhance public social engagement. This study aims to examine how influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products. By utilizing the Theory of Reasoned Action (TRA), this study investigates the impacts of independent variables, including attitudes towards influencer marketing (IV1) and the subjective norms (IV2), on Malaysian Gen Z consumers’ purchasing intentions (DV). A quantitative research methodology was applied in this research, and a data set was obtained from 385 respondents via online questionnaire by using snowball sampling method. The findings showed a strong relationship between attitudes towards influencer marketing and the subjective norms with the Malaysian Gen Z consumers purchasing intentions, supporting H1 and H2, respectively. These findings also enhance the understanding while providing theoretical and practical implications for both future researchers and fashion and beauty-related marketers and companies. However, this study faced a few limitations, including the lack of generalizability and unexplained variables. These limitations offer opportunities for future research to investigate deeper into the principles of influencer marketing and its impact on consumer behaviours. Keywords: Influencer Marketing, Purchasing Intentions, Gen Z, Fashion and Beauty Industry, TRA model, Attitude, Subjective Norms, Malaysia. Subject Area: HF5410-5417.5 Marketing. Distribution of products
format Final Year Project / Dissertation / Thesis
author Yeoh, Min Fang
Tan, Qian Tong
author_facet Yeoh, Min Fang
Tan, Qian Tong
author_sort Yeoh, Min Fang
title How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products
title_short How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products
title_full How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products
title_fullStr How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products
title_full_unstemmed How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products
title_sort how influencer marketing affects malaysian gen z consumer intentions in purchasing fashion and beauty products
publishDate 2024
url http://eprints.utar.edu.my/6937/1/2102043_Yeoh_Min_Fang.pdf
http://eprints.utar.edu.my/6937/
_version_ 1823544768777420800
score 13.23648

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