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Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media

This study aims to explore the relationship between consumer purchasing behavior and key micro-influencer attributes, including knowledge, entertainment value, credibility, and transparency, within the context of Chinese social media platforms. The paper adopts a quantitative approach, employing par...

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Main Authors: Hu, Jimin, Sidek, Shafie, Abd Rahman, Azmawani, Raja Yusof, Raja Nerina
Format: Article
Language:English
Published: LLC CPC Business Perspectives 2024
Online Access:http://psasir.upm.edu.my/id/eprint/113501/1/113501.pdf
http://psasir.upm.edu.my/id/eprint/113501/
https://www.businessperspectives.org/index.php/journals/innovative-marketing/issue-457/navigating-influence-unraveling-the-impact-of-micro-influencer-attributes-on-consumer-choices-in-the-chinese-social-media
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spelling my.upm.eprints.1135012024-11-26T01:51:53Z http://psasir.upm.edu.my/id/eprint/113501/ Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media Hu, Jimin Sidek, Shafie Abd Rahman, Azmawani Raja Yusof, Raja Nerina This study aims to explore the relationship between consumer purchasing behavior and key micro-influencer attributes, including knowledge, entertainment value, credibility, and transparency, within the context of Chinese social media platforms. The paper adopts a quantitative approach, employing partial least squares structural equation modeling (PLS-SEM) to analyze the intricate relationships among latent variables. The respondents comprise active users of major Chinese social media platforms, such as Weibo and Xiaohongshu. For primary data collection, 329 respondents were surveyed online, utilizing a convenient sampling method as part of non-probability sampling. Data collection spanned four weeks, and participants were given the option to respond in either English or Mandarin. The findings suggest significant associations between consumer purchasing behavior and micro-influencer attributes. Specifically, knowledge, entertainment value, credibility, and transparency exhibit varying degrees of influence on consumer behavior within the Chinese social media landscape. The p-value for H1, H2, H3, and H7 appeared as 0.000 and shows that these are the highly significant relations, whereas the p-value for H3 (0.019), for H5 (0.001), and for H6 (0.028) shows that these relations play a moderate role in the proposed model. Elucidating the role of key attributes provides valuable insights for marketers and businesses seeking to leverage micro-influencer marketing strategies effectively in this rapidly evolving digital landscape. LLC CPC Business Perspectives 2024 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/113501/1/113501.pdf Hu, Jimin and Sidek, Shafie and Abd Rahman, Azmawani and Raja Yusof, Raja Nerina (2024) Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media. Innovative Marketing, 20 (2). pp. 152-168. ISSN 1814-2427; eISSN: 1816-6326 https://www.businessperspectives.org/index.php/journals/innovative-marketing/issue-457/navigating-influence-unraveling-the-impact-of-micro-influencer-attributes-on-consumer-choices-in-the-chinese-social-media 10.21511/im.20(2).2024.13
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description This study aims to explore the relationship between consumer purchasing behavior and key micro-influencer attributes, including knowledge, entertainment value, credibility, and transparency, within the context of Chinese social media platforms. The paper adopts a quantitative approach, employing partial least squares structural equation modeling (PLS-SEM) to analyze the intricate relationships among latent variables. The respondents comprise active users of major Chinese social media platforms, such as Weibo and Xiaohongshu. For primary data collection, 329 respondents were surveyed online, utilizing a convenient sampling method as part of non-probability sampling. Data collection spanned four weeks, and participants were given the option to respond in either English or Mandarin. The findings suggest significant associations between consumer purchasing behavior and micro-influencer attributes. Specifically, knowledge, entertainment value, credibility, and transparency exhibit varying degrees of influence on consumer behavior within the Chinese social media landscape. The p-value for H1, H2, H3, and H7 appeared as 0.000 and shows that these are the highly significant relations, whereas the p-value for H3 (0.019), for H5 (0.001), and for H6 (0.028) shows that these relations play a moderate role in the proposed model. Elucidating the role of key attributes provides valuable insights for marketers and businesses seeking to leverage micro-influencer marketing strategies effectively in this rapidly evolving digital landscape.
format Article
author Hu, Jimin
Sidek, Shafie
Abd Rahman, Azmawani
Raja Yusof, Raja Nerina
spellingShingle Hu, Jimin
Sidek, Shafie
Abd Rahman, Azmawani
Raja Yusof, Raja Nerina
Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media
author_facet Hu, Jimin
Sidek, Shafie
Abd Rahman, Azmawani
Raja Yusof, Raja Nerina
author_sort Hu, Jimin
title Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media
title_short Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media
title_full Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media
title_fullStr Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media
title_full_unstemmed Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media
title_sort navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the chinese social media
publisher LLC CPC Business Perspectives
publishDate 2024
url http://psasir.upm.edu.my/id/eprint/113501/1/113501.pdf
http://psasir.upm.edu.my/id/eprint/113501/
https://www.businessperspectives.org/index.php/journals/innovative-marketing/issue-457/navigating-influence-unraveling-the-impact-of-micro-influencer-attributes-on-consumer-choices-in-the-chinese-social-media
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score 13.223943

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