QR Code Link : Type : Thesis Subject : Business, Marketing, International Trade Main Author : Shatesh A/L Kumaran Title : The Impact of Influencing via Social Media: A Study of University Students as Consumers Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : February 2024 Physical Description : ill, 76 pages Notes : Project Paper Submitted in Partial Fulfillment of the Requirements \r\nfor the Degree of Master of Business Administration \r\nUniversiti Tun Abdul Razak Corporate Name : UNIRAZAK Library PDF Full Text : Login required to access this item.

Abstract : UNIRAZAK Library

This study aims to shed light on the relationship between social media influencers and the impact of influencer marketing. By examining how social media influencers influence the purchasing decisions of university students in Malaysia, the researcher hopes to identify the factors that contribute to their credibility among their followers. The researcher believes this research will enhance the researcher's understanding of how social media influencers can influence consumer behavior effectively. The researcher conducted a quantitative research study through an online survey on Microsoft Forms to achieve the researcher's objectives. The researcher surveyed a sample of 50 university students in Malaysia who are between 18 and 24 years old, as they form the primary audience of social media influencers. The researcher analyzed the data collected using Statistical Package for Social Science (SPSS) to determine the impact of social media influencers on university students' purchasing decisions. The researcher found that social media influencers with higher followers will have greater perceived credibility, which will significantly impact university students' purchasing decisions. By testing this hypothesis, the researcher hopes to provide insights into how social media influencers can be leveraged to influence consumer behavior effectively.

This material may be protected under Copyright Act which governs the making of photocopies or reproductions of copyrighted materials. You may use the digitized material for private study, scholarship, or research.

Back to previous page

Installed and configured by UNIRAZAK Library
If you have enquiries with this repository, kindly contact us at pustaka@unirazak.edu.my or 03-2707275