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The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham

Consumers around the world are displaying a growing preference for global brands rather than locally manufactured products and preference. Global brands are perceived as the strongest in many product categories. In Malaysia, the same phenomenon occurs when at least eight in ten consumers are reporte...

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Main Author: Noorham, Nareesa
Format: Thesis
Language:English
Published: 2022
Subjects:
Online social networks
Care and hygiene
Online Access:https://ir.uitm.edu.my/id/eprint/76818/1/76818.pdf
https://ir.uitm.edu.my/id/eprint/76818/
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id my.uitm.ir.76818
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spelling my.uitm.ir.768182024-01-22T01:31:41Z https://ir.uitm.edu.my/id/eprint/76818/ The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham Noorham, Nareesa Online social networks Care and hygiene Consumers around the world are displaying a growing preference for global brands rather than locally manufactured products and preference. Global brands are perceived as the strongest in many product categories. In Malaysia, the same phenomenon occurs when at least eight in ten consumers are reported to prefer global brands in purchasing skincare products. Hence, in responding to the issue, this paper is aimed to investigate the impact of social media influencers on customer‟s purchase intention of local skincare product. In this thesis, source credibility, source attractiveness, product match-up, meaning transfer and charisma will be investigated to identify the relationships with intention to purchase towards local skincare product. This thesis also investigates the mediating effect of customer attitude between with Social Media Influencer Attributes relationship and the intention to purchase towards local skincare product. Data were collected from millennial. A total of 316 online questionnaires were obtained for the final data analysis. In this thesis, purposive sampling and convenience sampling were employed. SPSS 24 and PLS 3.0 were performed to test the collected data. This thesis aimed at gaining a better understanding of the factors that influence purchase intention of local skincare product are needed and contribute to the local skincare purchase intention literature by recognizing the factors that influencing the customer purchase intention. The findings of this study shows that being a charismatic influencer develop a positive perception toward intention to purchase a product among potential customers 2022 Thesis NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/76818/1/76818.pdf The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham. (2022) Masters thesis, thesis, Universiti Teknologi MARA (UiTM). <http://terminalib.uitm.edu.my/76818.pdf>
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Online social networks
Care and hygiene
spellingShingle Online social networks
Care and hygiene
Noorham, Nareesa
The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
description Consumers around the world are displaying a growing preference for global brands rather than locally manufactured products and preference. Global brands are perceived as the strongest in many product categories. In Malaysia, the same phenomenon occurs when at least eight in ten consumers are reported to prefer global brands in purchasing skincare products. Hence, in responding to the issue, this paper is aimed to investigate the impact of social media influencers on customer‟s purchase intention of local skincare product. In this thesis, source credibility, source attractiveness, product match-up, meaning transfer and charisma will be investigated to identify the relationships with intention to purchase towards local skincare product. This thesis also investigates the mediating effect of customer attitude between with Social Media Influencer Attributes relationship and the intention to purchase towards local skincare product. Data were collected from millennial. A total of 316 online questionnaires were obtained for the final data analysis. In this thesis, purposive sampling and convenience sampling were employed. SPSS 24 and PLS 3.0 were performed to test the collected data. This thesis aimed at gaining a better understanding of the factors that influence purchase intention of local skincare product are needed and contribute to the local skincare purchase intention literature by recognizing the factors that influencing the customer purchase intention. The findings of this study shows that being a charismatic influencer develop a positive perception toward intention to purchase a product among potential customers
format Thesis
author Noorham, Nareesa
author_facet Noorham, Nareesa
author_sort Noorham, Nareesa
title The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
title_short The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
title_full The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
title_fullStr The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
title_full_unstemmed The impact of social media influencer on purchase intention of millennial towards local skincare products / Nareesa Noorham
title_sort impact of social media influencer on purchase intention of millennial towards local skincare products / nareesa noorham
publishDate 2022
url https://ir.uitm.edu.my/id/eprint/76818/1/76818.pdf
https://ir.uitm.edu.my/id/eprint/76818/
_version_ 1789429186209775616
score 13.211869

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