The Influence Of Social Influencer Marketing On Consumer Purchase Intention: An Analysis On Young Adults

Purpose: This study analyzed the influence social influencers marketing’ attributes (perceived information quality, trustworthiness, source attractiveness, entertainment value) toward young adults’ purchase intention in Malaysia.
Design/methodology/approach: A convenience sampling and quantitative approach is employed, in which SPSS software is applied to 250 sample of respondents who completed an online survey via Google Forms. Before the actual distribution, a pilot study on 38 participants was also conducted to prevent any issues during main data collection.
Findings: The findings demonstrated that source attractiveness shows very significant influences on young adults’ purchase intention. Not only that, other independent variables (entertainment value, perceived information quality, trustworthiness) had also significantly influenced purchase intentions among young adults.
Research limitations/implications: Since this was a quantitative study, the researcher recommends integrating a qualitative study for future research to help marketers better understand the consumer behaviours of young adult. Further limitations are also highlighted.
Practical implications: This research might enable marketers gain insight into the efficient use of social influencers especially to their source attractiveness as most influence attributes on purchase intention.
Originality/value: This study might contribute towards one's business construct to apply a successful promotional approach using social influencer marketing’ attributes while comprehending consumer behaviors trends.