Social Influencer Factors that Affect Young Adult Buying Behaviour

نویسندگان

چکیده

With the aid of social media, influencer marketing has grown to become one best tools available today for reaching out new audiences. There been a rising question whether could be trusted or not. The stakeholder manager must extinguish which influencers reach consumers their branding. Therefore, number media followers that plays its roles as assumes more highest potential customer, they will gain. Due notion, many people want grab opportunity by obtaining fake on platforms. This fraudulent action might harm and customers due trustworthy issues. that, study's goal is investigate influences young adults' purchasing. questionnaire used tool gathering data. objectives this study examine factors, such source legitimacy, attractiveness, fit between product endorsement, affect purchasing decisions in Malaysia. To gather primary data, sample 388 respondents among adult were distributed survey questionnaires. In observing independent variables (source credibility, attractiveness endorsement) Pearson Correlation Coefficient Multiple Linear Regression Analysis conducted. All have substantial impact behaviour adults. concludes with discussion summary findings, research implications, limitations, recommendations further research.

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ژورنال

عنوان ژورنال: International journal of academic research in business & social sciences

سال: 2023

ISSN: ['2308-3816', '2222-6990']

DOI: https://doi.org/10.6007/ijarbss/v13-i1/14610