Social media influencer’s content credibility on information adoption and purchase intention of beauty product among generation Z in Malaysia
The present study seeks to investigate the impact of influencer credibility characteristics (attractiveness, trustworthiness, expertise, and homophily) on beauty product purchase decisions using information adoption as a moderator. The information was gathered online from 136 university students in...
| Main Authors: | , , , |
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| Format: | Proceedings |
| Language: | English English |
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Atlantis Press
2024
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/41125/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/41125/2/FULL%20TEXT.pdf |
| _version_ | 1817926454270230528 |
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| author | Siti Nor Bayaah Ahmad Ikmal Malik Stephen Laison Sondoh Jr. Nor Asiah Mahmod |
| author_facet | Siti Nor Bayaah Ahmad Ikmal Malik Stephen Laison Sondoh Jr. Nor Asiah Mahmod |
| author_sort | Siti Nor Bayaah Ahmad |
| collection | UMS |
| description | The present study seeks to investigate the impact of influencer credibility characteristics (attractiveness, trustworthiness, expertise, and homophily) on beauty product purchase decisions using information adoption as a moderator. The information was gathered online from 136 university students in the Klang Valley and east Malaysia. The data of this study were analysed using partial least squares structural modelling (PLS-SEM). Except for attractiveness, the results showed that expertise, homophily, and trustworthiness have a significant indirect positive effect on information adoption and purchase decision. The findings contributed to a better understanding of the credibility of influencers, which can have practical implications for marketers developing effective marketing strategies via digital platforms. Furthermore, the study's findings revealed that consumers prefer influencers who are highly trusted due to their significant competence in the industry in which they work rather than relying solely on their physical appeal. According to the findings of this study, beauty brands targeting Generation Z should consider collaborating with credible social media influencers to increase their credibility and purchase intention among the target audience. This study is able to add value to the current understanding of the primary antecedents of younger consumer engagement by examining these dimensions of perceived credibility as well as information adoption behaviour. |
| first_indexed | 2024-12-09T00:51:38Z |
| format | Proceedings |
| id | ums.eprints-41125 |
| institution | Universiti Malaysia Sabah |
| language | English English |
| last_indexed | 2024-12-09T00:51:38Z |
| publishDate | 2024 |
| publisher | Atlantis Press |
| record_format | dspace |
| spelling | ums.eprints-411252024-10-01T02:15:49Z https://eprints.ums.edu.my/id/eprint/41125/ Social media influencer’s content credibility on information adoption and purchase intention of beauty product among generation Z in Malaysia Siti Nor Bayaah Ahmad Ikmal Malik Stephen Laison Sondoh Jr. Nor Asiah Mahmod HF5410-5417.5 Marketing. Distribution of products TP670-699 Oils, fats, and waxes The present study seeks to investigate the impact of influencer credibility characteristics (attractiveness, trustworthiness, expertise, and homophily) on beauty product purchase decisions using information adoption as a moderator. The information was gathered online from 136 university students in the Klang Valley and east Malaysia. The data of this study were analysed using partial least squares structural modelling (PLS-SEM). Except for attractiveness, the results showed that expertise, homophily, and trustworthiness have a significant indirect positive effect on information adoption and purchase decision. The findings contributed to a better understanding of the credibility of influencers, which can have practical implications for marketers developing effective marketing strategies via digital platforms. Furthermore, the study's findings revealed that consumers prefer influencers who are highly trusted due to their significant competence in the industry in which they work rather than relying solely on their physical appeal. According to the findings of this study, beauty brands targeting Generation Z should consider collaborating with credible social media influencers to increase their credibility and purchase intention among the target audience. This study is able to add value to the current understanding of the primary antecedents of younger consumer engagement by examining these dimensions of perceived credibility as well as information adoption behaviour. Atlantis Press 2024 Proceedings PeerReviewed text en https://eprints.ums.edu.my/id/eprint/41125/1/ABSTRACT.pdf text en https://eprints.ums.edu.my/id/eprint/41125/2/FULL%20TEXT.pdf Siti Nor Bayaah Ahmad and Ikmal Malik and Stephen Laison Sondoh Jr. and Nor Asiah Mahmod (2024) Social media influencer’s content credibility on information adoption and purchase intention of beauty product among generation Z in Malaysia. https://www.atlantis-press.com/proceedings/icgmsi-23/126000197 |
| spellingShingle | HF5410-5417.5 Marketing. Distribution of products TP670-699 Oils, fats, and waxes Siti Nor Bayaah Ahmad Ikmal Malik Stephen Laison Sondoh Jr. Nor Asiah Mahmod Social media influencer’s content credibility on information adoption and purchase intention of beauty product among generation Z in Malaysia |
| title | Social media influencer’s content credibility on information adoption and purchase intention of beauty product among generation Z in Malaysia |
| title_full | Social media influencer’s content credibility on information adoption and purchase intention of beauty product among generation Z in Malaysia |
| title_fullStr | Social media influencer’s content credibility on information adoption and purchase intention of beauty product among generation Z in Malaysia |
| title_full_unstemmed | Social media influencer’s content credibility on information adoption and purchase intention of beauty product among generation Z in Malaysia |
| title_short | Social media influencer’s content credibility on information adoption and purchase intention of beauty product among generation Z in Malaysia |
| title_sort | social media influencer s content credibility on information adoption and purchase intention of beauty product among generation z in malaysia |
| topic | HF5410-5417.5 Marketing. Distribution of products TP670-699 Oils, fats, and waxes |
| url | https://eprints.ums.edu.my/id/eprint/41125/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/41125/2/FULL%20TEXT.pdf |
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