Citation

Yeo, Sook Fern and Tan, Cheng Ling and Lim, Kah Boon and Teo, En Yu and Liew, Tze Wei (2023) Social Media Influencer Marketing: A Game-Changer for Consumer Mobile Buying Decisions. In: 2023 International Conference on Digital Applications, Transformation & Economy (ICDATE), 14-16 July 2023, Sarawak, Malaysia.

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Abstract

The number of mobile shopping among online consumers has risen and shopping through mobile devices has become a common activity around the world. Nowadays, consumers are more relying on recommendations online, especially from social media influencers. Therefore, the product or brand presented by the social media influencers will directly impact the consumers buying decisions. The purpose of this research is to provide a better understanding of the impact of social media influencers on the consumer mobile buying decision in Malaysia. The factors that have been shown in this research include influencer interactivity, emotional attachment, brand trust, and product efficacy. In the overall research, there are a total of 255 respondents participated in the study. The findings exhibited that influencer interactivity, emotional attachment, and brand trust have a positive effect on consumer mobile buying decisions. On the other hand, influencer interactivity and product efficacy have negative effects. In short, this research will provide a clearer insight into the trend of ecommerce in society and the impact of social media influencers on consumers buying behaviours nowadays

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	social media influencers, mobile buying decisions, consumer behaviour, brand trust, emotional
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	01 Nov 2023 02:32
Last Modified:	01 Nov 2023 02:32
URII:	http://shdl.mmu.edu.my/id/eprint/11827

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