The Impact of Social Media Influencers Towards Consumers’ Attitude
The rapid evolution of marketing trends is closely tied to the increasing use of social media, driven by advancements in technology and the preferences of the younger generation. Brands are increasingly leveraging the influence of social media personalities as endorsers, making social media influ...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
INTI International University
2024
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/2115/ http://eprints.intimal.edu.my/2115/1/jobss2024_33.pdf http://eprints.intimal.edu.my/2115/2/654 |
| _version_ | 1848766924260900864 |
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| author | Tan, Kristine, Kai Qing Soon, Eu Hui Sriganesh, Varun |
| author_facet | Tan, Kristine, Kai Qing Soon, Eu Hui Sriganesh, Varun |
| author_sort | Tan, Kristine, Kai Qing |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | The rapid evolution of marketing trends is closely tied to the increasing use of social media, driven
by advancements in technology and the preferences of the younger generation. Brands are
increasingly leveraging the influence of social media personalities as endorsers, making social
media influencer marketing one of the most prevalent and effective strategies for promoting
products and services. Compared to traditional marketing methods, influencer marketing has
demonstrated greater effectiveness in shaping consumer attitudes and behaviors. This study
examines the impact of social media influencers on consumers’ attitudes, focusing on the
Malaysian context. Data were collected through an online survey to explore how influencer
marketing influences purchasing decisions. The findings reveal that consumers are more inclined
to trust and purchase products endorsed by influencers than those promoted through official
advertising. By analyzing the role of influencers in shaping consumer attitudes, this research
underscores the importance of promoting responsible consumption patterns, aligning with
Sustainable Development Goal 12 (SDG 12). The study advocates for brands and influencers to
encourage ethical consumption and sustainable practices, ensuring that marketing efforts
contribute to the broader goal of achieving sustainable production and responsible consumer
behavior. |
| first_indexed | 2025-11-14T11:58:52Z |
| format | Article |
| id | intimal-2115 |
| 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-21152024-12-30T09:13:14Z http://eprints.intimal.edu.my/2115/ The Impact of Social Media Influencers Towards Consumers’ Attitude Tan, Kristine, Kai Qing Soon, Eu Hui Sriganesh, Varun H Social Sciences (General) HF Commerce HM Sociology The rapid evolution of marketing trends is closely tied to the increasing use of social media, driven by advancements in technology and the preferences of the younger generation. Brands are increasingly leveraging the influence of social media personalities as endorsers, making social media influencer marketing one of the most prevalent and effective strategies for promoting products and services. Compared to traditional marketing methods, influencer marketing has demonstrated greater effectiveness in shaping consumer attitudes and behaviors. This study examines the impact of social media influencers on consumers’ attitudes, focusing on the Malaysian context. Data were collected through an online survey to explore how influencer marketing influences purchasing decisions. The findings reveal that consumers are more inclined to trust and purchase products endorsed by influencers than those promoted through official advertising. By analyzing the role of influencers in shaping consumer attitudes, this research underscores the importance of promoting responsible consumption patterns, aligning with Sustainable Development Goal 12 (SDG 12). The study advocates for brands and influencers to encourage ethical consumption and sustainable practices, ensuring that marketing efforts contribute to the broader goal of achieving sustainable production and responsible consumer behavior. INTI International University 2024-12 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/2115/1/jobss2024_33.pdf text en cc_by_4 http://eprints.intimal.edu.my/2115/2/654 Tan, Kristine, Kai Qing and Soon, Eu Hui and Sriganesh, Varun (2024) The Impact of Social Media Influencers Towards Consumers’ Attitude. Journal of Business and Social Sciences, 2024 (33). pp. 1-12. 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 Sriganesh, Varun The Impact of Social Media Influencers Towards Consumers’ Attitude |
| title | The Impact of Social Media Influencers Towards Consumers’ Attitude |
| title_full | The Impact of Social Media Influencers Towards Consumers’ Attitude |
| title_fullStr | The Impact of Social Media Influencers Towards Consumers’ Attitude |
| title_full_unstemmed | The Impact of Social Media Influencers Towards Consumers’ Attitude |
| title_short | The Impact of Social Media Influencers Towards Consumers’ Attitude |
| title_sort | impact of social media influencers towards consumers’ attitude |
| topic | H Social Sciences (General) HF Commerce HM Sociology |
| url | http://eprints.intimal.edu.my/2115/ http://eprints.intimal.edu.my/2115/ http://eprints.intimal.edu.my/2115/1/jobss2024_33.pdf http://eprints.intimal.edu.my/2115/2/654 |