Social Media Influencers:An Exploratory Study of Malaysia Online Consumers' Purchase Intention

作     者：Ng Jing Yi（黄瀞仪） 

作者单位：北京外国语大学 

学位级别：硕士

导师姓名：姚项悫

授予年度：2022年

学科分类：050302[文学-传播学] 0402[教育学-心理学(可授教育学、理学学位）] 12[管理学] 040203[教育学-应用心理学] 04[教育学] 1201[管理学-管理科学与工程(可授管理学、工学学位)] 05[文学] 0503[文学-新闻传播学] 

主      题：Online Purchase Intention Social Media Influencers Social Media Influencer Marketing Consumers 

摘      要：Technology and the growth of the internet have enabled people to connect with one another,share information,develop relationships,and the online world has introduced a new form of communication via social media,allowing individuals to interact and chat with one *** importantly,social media plays a significant role in providing greater *** a result,social media influencer marketing is a new digital marketing strategy that has developed *** media influencer marketing is a type of social media marketing that involves endorsements and product placement from influencers,companies,and people with a stated expert degree of knowledge or social influence in the *** media influencer marketing is rapidly expanding,with more businesses engaging with social media influencers to promote their products and *** are now given the opportunity to influence consumer purchasing decisions through social media *** social interaction by consumers has a major influence on marketing activities since marketers must be conscious of the factors influencing consumer purchasing *** media has become a vital part of both consumers daily lives and the day-to-day operations of *** media influencer content can be portrayed as testimonial advertising,with social media influencers acting as potential buyers or as third *** media influencers stay in touch with their followers on a regular basis by keeping them up to date on the newest *** media influencers are strategically employed on platforms such as Facebook,Instagram,YouTube,and others to promote products or services to their social media *** research focuses on attitude of social media influencers,credibility of social media influencers,social attractiveness of social media influencers,and consumers online purchase *** goal of this study was to look into how social media influencers influence consume purchases