Citation

Balakrishnan, Kavitha and Angusamy, Ajitha and Singh, Tarandeep and Razak, Mohamed Nur Fitri and Kuppusamy, Jayanthy (2025) Effect of strategic visual communication, eWOM, and personal attractiveness on consumer purchase intentions in Malaysia. SEARCH Journal of Media and Communication Research, 2025 (SI). pp. 33-50. ISSN 2672-7080

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Abstract

With the rise of social media, consumers are increasingly influenced by digital interactions and peer recommendations, shaping their purchasing decisions. The study examined the relationship between consumer purchase behaviour and electronic word-of-mouth, while also examining the strategic visual communication strategies used by social media influencers, with personal attractiveness acting as a mediator. People generally accept that communication involves frequent social interactions between a sender and a recipient. This study, using a quantitative approach and a total of 384 valid respondents, employed purposive sampling. The analysis was conducted using PROCESS Hayes, a statistical tool for mediation analysis, to assess the indirect effects between variables. The findings support all four alternative hypotheses and reveal a statistically significant relationship between electronic word-ofmouth and strategic visual communication in relation to consumer purchasing behaviour. Additionally, PROCESS Hayes confirmed a statistically significant indirect effect of strategic visual communication and electronic word-of-mouth on consumer purchase intention through personal characteristics. The findings provide insights into the effectiveness of visual communication, electronic word-of-mouth, and the personal characteristics of influencers in influencing consumer purchasing behaviour. The study emphasizes the importance of building trust and authenticity, establishing genuine connections, being transparent, and maintaining a unique brand identity to build consumer loyalty.

Item Type:	Article
Uncontrolled Keywords:	Purchase intention
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	29 Jul 2025 02:11
Last Modified:	31 Jul 2025 08:33
URII:	http://shdl.mmu.edu.my/id/eprint/14334

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