Social Media Influencer’s Content Credibility on Information Adoption and Purchase Intention of Beauty Product Among Generation Z in Malaysia

DOI

10.2991/978-94-6463-425-9_10How to use a DOI?

Keywords

Attractiveness; Expertise; Generation Z; Homophily; Information Adoption; Social Media Influencers; Trustworthiness

Abstract

The present study seeks to investigate the impact of influencer credibility characteristics (attractiveness, trustworthiness, expertise, and homophily) on beauty product purchase decisions using information adoption as a moderator. The information was gathered online from 136 university students in the Klang Valley and east Malaysia. The data of this study were analysed using partial least squares structural modelling (PLS-SEM). Except for attractiveness, the results showed that expertise, homophily, and trustworthiness have a significant indirect positive effect on information adoption and purchase decision. The findings contributed to a better understanding of the credibility of influencers, which can have practical implications for marketers developing effective marketing strategies via digital platforms. Furthermore, the study’s findings revealed that consumers prefer influencers who are highly trusted due to their significant competence in the industry in which they work rather than relying solely on their physical appeal. According to the findings of this study, beauty brands targeting Generation Z should consider collaborating with credible social media influencers to increase their credibility and purchase intention among the target audience. This study is able to add value to the current understanding of the primary antecedents of younger consumer engagement by examining these dimensions of perceived credibility as well as information adoption behaviour.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Siti Nor Bayaah Ahmad
AU  - Ikmal Malik
AU  - Stephen Laison Sondoh
AU  - Nor Asiah Mahmod
PY  - 2024
DA  - 2024/05/22
TI  - Social Media Influencer’s Content Credibility on Information Adoption and Purchase Intention of Beauty Product Among Generation Z in Malaysia
BT  - Proceedings of International Conference on Governance, Management & Social Innovation (ICGMSI 2023)
PB  - Atlantis Press
SP  - 117
EP  - 135
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-425-9_10
DO  - 10.2991/978-94-6463-425-9_10
ID  - Ahmad2024
ER  -