The Effect of Social Media Influencer Marketing Disclosure on Consumer’s Perceived Brand Image and Purchase Intention among Youth in Malaysia
DOI:
https://doi.org/10.37134/mrj.vol12.2.1.2023Keywords:
Social Media Influencer, Key Opinion Leader, electronic word-of-mouth, brand image, purchase intentionAbstract
Social media influencer (SMI) marketing has become widely used by both big and small brands in order to promote their products and services as well as improve their brand image among consumers. Issues arise when SMIs are sharing paid marketing materials as a part of a brand’s online marketing campaign, without having a clear indication between an honest opinion and paid content. Therefore, the present study aims to identify the credibility of social media influencers among youth and their effects on the youth’s perceived brand image and purchase intentions. In achieving this, a quantitative method is used in this present study by distributing the questionnaire to 111 youth in Malaysia who are active social media users and follow at least one SMI. Convenience sampling was used in the present study to obtain respondents' numbers. The inclusion criteria were based on the usage of the top four social media platforms in Malaysia. Findings show there is a moderate to weak positive impact of social media influencers’ paid posts on youth’s perceived brand image and purchase intention. Results also indicated that positive perception of brand image and purchase intention by youth is a result of the positive representation or credibility of SMIs, mediated by brand image and source credibility.
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