Citation

San, Lim Ying and Yee, Jeslyn Lee Jinn and Hock, Ng Tuan Beyond the buzz: The role of KOLs’ communication in affecting generation Z’s purchase intention. SEARCH Journal of Media and Communication Research, 2025. ISSN 26727080

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Abstract

In line with the Malaysian government’s effort to achieve Sustainable Development Goal (SDG) 9, digitalization continues to proliferate the business world. Further, many businesses are now using social media to engage with consumers. The popularity of social media in business has created a new phenomenon in the market called Key Opinion Leaders (KOLs). KOLs are highly influential and can communicate as well as influence a large audience. However, not all KOLs have the same ability to communicate and to influence audiences. Hence, this research investigates the influence of KOL on consumer purchase intention in Malaysia’s e-commerce landscape. The study adapted the TEARS model and examined how expertise, similarity, credibility, and attractiveness influence consumer purchase intention in e-commerce. Employing a well-designed online questionnaire, data was collected from 180 respondents aged 18–27 (Generation Z) to test the developed hypotheses. The study confirms that KOL’s expertise, similarity, and attractiveness can influence consumer purchase intentions. However, credibility does not significantly predict purchase intention. Overall, this research contributes significantly to understanding the importance of influencer marketing in affecting Generation Z’s purchase intention. The findings can provide valuable insights to businesses in planning their strategies. The study also extends the use of TEARS model to understand KOLs’ influence. © SEARCH Journal 2025.

Item Type:	Article
Uncontrolled Keywords:	key opinion leaders; SDG 9; Social media; TEARS model
Subjects:	H Social Sciences > HN Social history and conditions. Social problems. Social reform > HN41-46 Community centers. Social centers
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	26 Jun 2025 07:58
Last Modified:	26 Jun 2025 07:59
URII:	http://shdl.mmu.edu.my/id/eprint/14119

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