INTERNET CELEBRITIES: HOW THEY AFFECT THE PURCHASE INTENTION OF GENERATION Y IN CYBERSPACE?
2020
The use of social media had created a group of ordinary people who actively
share their life and experiences on the social media platform. When this group
of people received more and more “likes” from the audiences, they are being
named as Internet celebrities. Internet celebrities who are having many
followers had created the opportunity for the businesspeople to engage them in
promoting and selling the products. However, despite the growth of social
media and the use of social media by businesspeople, there are not many
studies on internet celebrities that affecting the purchase intention among the
customers in Malaysia. Hence, the problem statement of this study is to
investigate the characteristic affecting internet celebrities that will affect the
purchase intention of the consumers. The research had been done by collecting
feedback from 200 respondents from Generation Y. An online questionnaire
with 5-Likert rating scales is used to collect the data. Convenient sampling
techniques were used to collect the data. The result of the study indicated that
source credibility and video characteristic are the most important factors in
influencing purchase intention, however, physical attractiveness and
interactivity are not going to influence purchase intention. This gives an
insightful thought to marketers to request internet celebrities to produce more
quality videos to attract viewer attention. In terms of source credibility,
marketers need to find Internet celebrities who have a more credible image to
sell the company products. The justifications for the rejected hypotheses were
discussed in detail in the study. The research findings of this study give
marketers and academics insightful thoughts on how Internet celebrities can
influence the purchase intention of Generation Y today.
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