Citation

Leong, Siew Yong and Yip, Man Yee and Tan, Chi Hau and Chan, Man Seong (2024) Effect of Social Media Influencers on Generation Y Purchase Intention: Evidence From Men’s Skincare Products In Malaysia. International Journal of Management, Finance and Accounting, 5 (1). pp. 111-135. ISSN 2735-1009

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Abstract

Although the demand for men’s skincare products is becoming increasingly popular in Malaysia, previous studies of social media marketing have shed little light on the effect of social media influencers on men’s skincare purchase intention. Therefore, this research investigates the effects of social media influencers’ attractiveness, trustworthiness, expertise, likability, similarity, and familiarity on purchase intention in men’s skincare products among Generation Y in Malaysia. An online questionnaire was implemented, and 279 respondents were gathered using the snowball sampling technique. After obtaining the desired responses, multiple regression analysis was adopted to examine the research model and hypotheses. The findings showed that social media influencers’ attractiveness, similarity, and familiarity positively affect the purchase intention of men’s skincare products. However, this paper found that the effects of social media influencers’ trustworthiness, expertise, and likability on purchase intention of men’s skincare products among Generation Y in Malaysia are insignificant. The research findings contribute to the current research literature by determining the six characteristics of social media influencers and purchase intention with new empirical insights from Malaysia in the context of men’s skincare products.

Item Type:	Article
Uncontrolled Keywords:	Social Media Influencer, Purchase Intention, Skincare, Generation Y
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Others
Depositing User:	Mr. MUHAMMAD AZRUL MOSRI
Date Deposited:	02 Apr 2024 07:54
Last Modified:	02 Apr 2024 07:54
URII:	http://shdl.mmu.edu.my/id/eprint/12262

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