The Effectiveness of Social Media Influencers and Its Impact Digital Marketing Towards the Buying Behaviors among Generation Z in Malaysia
The increasing number of active social media users has given rise to a new form of digital marketing and claims refer to heightened effects with the presence of social media influencers. This strategy leverages individuals with established online identities and reputations to promote products or...
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| Format: | Article |
| Language: | English English |
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INTI International University
2024
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/2114/ http://eprints.intimal.edu.my/2114/1/jobss2024_32.pdf http://eprints.intimal.edu.my/2114/2/653 |
| _version_ | 1848766923972542464 |
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| author | Tan, Kristine, Kai Qing Soon, Eu Hui Phung, Siew Poh |
| author_facet | Tan, Kristine, Kai Qing Soon, Eu Hui Phung, Siew Poh |
| author_sort | Tan, Kristine, Kai Qing |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | The increasing number of active social media users has given rise to a new form of digital
marketing and claims refer to heightened effects with the presence of social media influencers.
This strategy leverages individuals with established online identities and reputations to promote
products or brands through posts, photos, and videos, shaping consumer perceptions and
behaviors. Recognizing its potential, many companies and brands have adopted this approach,
particularly when targeting Generation Z. This study aims to determine the effectiveness of social
media influencers and their impact on the buying behaviors of Generation Z in Malaysia. Data was
collected through an online survey distributed via Google Forms, yielding 120 valid responses,
which were analyzed using SPSS software. The findings indicate significant relationships between
the variables examined, with all hypotheses supported, revealing that social media influencers
positively and effectively impact the purchasing decisions of Generation Z. Furthermore, this
research underscores the importance of collaboration between businesses, influencers, and digital
platforms to foster sustainable partnerships in digital marketing, aligning with Sustainable
Development Goal 17 (SDG 17). By promoting ethical and mutually beneficial partnerships, this
study advocates for a more inclusive and sustainable approach to leveraging social media
influencers in digital marketing strategies. |
| first_indexed | 2025-11-14T11:58:52Z |
| format | Article |
| id | intimal-2114 |
| institution | INTI International University |
| institution_category | Local University |
| language | English English |
| last_indexed | 2025-11-14T11:58:52Z |
| publishDate | 2024 |
| publisher | INTI International University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | intimal-21142025-01-02T07:39:06Z http://eprints.intimal.edu.my/2114/ The Effectiveness of Social Media Influencers and Its Impact Digital Marketing Towards the Buying Behaviors among Generation Z in Malaysia Tan, Kristine, Kai Qing Soon, Eu Hui Phung, Siew Poh H Social Sciences (General) HF Commerce HM Sociology The increasing number of active social media users has given rise to a new form of digital marketing and claims refer to heightened effects with the presence of social media influencers. This strategy leverages individuals with established online identities and reputations to promote products or brands through posts, photos, and videos, shaping consumer perceptions and behaviors. Recognizing its potential, many companies and brands have adopted this approach, particularly when targeting Generation Z. This study aims to determine the effectiveness of social media influencers and their impact on the buying behaviors of Generation Z in Malaysia. Data was collected through an online survey distributed via Google Forms, yielding 120 valid responses, which were analyzed using SPSS software. The findings indicate significant relationships between the variables examined, with all hypotheses supported, revealing that social media influencers positively and effectively impact the purchasing decisions of Generation Z. Furthermore, this research underscores the importance of collaboration between businesses, influencers, and digital platforms to foster sustainable partnerships in digital marketing, aligning with Sustainable Development Goal 17 (SDG 17). By promoting ethical and mutually beneficial partnerships, this study advocates for a more inclusive and sustainable approach to leveraging social media influencers in digital marketing strategies. INTI International University 2024-12 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/2114/1/jobss2024_32.pdf text en http://eprints.intimal.edu.my/2114/2/653 Tan, Kristine, Kai Qing and Soon, Eu Hui and Phung, Siew Poh (2024) The Effectiveness of Social Media Influencers and Its Impact Digital Marketing Towards the Buying Behaviors among Generation Z in Malaysia. Journal of Business and Social Sciences, 2024 (32). pp. 1-10. ISSN 2805-5187 http://ipublishing.intimal.edu.my/jobss.html |
| spellingShingle | H Social Sciences (General) HF Commerce HM Sociology Tan, Kristine, Kai Qing Soon, Eu Hui Phung, Siew Poh The Effectiveness of Social Media Influencers and Its Impact Digital Marketing Towards the Buying Behaviors among Generation Z in Malaysia |
| title | The Effectiveness of Social Media Influencers and Its Impact Digital
Marketing Towards the Buying Behaviors among Generation Z in Malaysia |
| title_full | The Effectiveness of Social Media Influencers and Its Impact Digital
Marketing Towards the Buying Behaviors among Generation Z in Malaysia |
| title_fullStr | The Effectiveness of Social Media Influencers and Its Impact Digital
Marketing Towards the Buying Behaviors among Generation Z in Malaysia |
| title_full_unstemmed | The Effectiveness of Social Media Influencers and Its Impact Digital
Marketing Towards the Buying Behaviors among Generation Z in Malaysia |
| title_short | The Effectiveness of Social Media Influencers and Its Impact Digital
Marketing Towards the Buying Behaviors among Generation Z in Malaysia |
| title_sort | effectiveness of social media influencers and its impact digital
marketing towards the buying behaviors among generation z in malaysia |
| topic | H Social Sciences (General) HF Commerce HM Sociology |
| url | http://eprints.intimal.edu.my/2114/ http://eprints.intimal.edu.my/2114/ http://eprints.intimal.edu.my/2114/1/jobss2024_32.pdf http://eprints.intimal.edu.my/2114/2/653 |