Human Sustainability Procedia - 2022 : The Impact of Social Media Influencer on Customer's Attitude.

Wan Nor Hidayah, Wan Afandi and Nathasya, Mohd Kamal and Nurul Zaitul Itri, Alias (2022) Human Sustainability Procedia - 2022 : The Impact of Social Media Influencer on Customer's Attitude. Human Sustainability Procedia, 2 (1). pp. 50-55. ISSN 2710-5962

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Abstract

Social media influencer is becoming the spokesperson for brands nowadays. This study investigates the impact of social media influencer on consumer’s attitude which focuses on source attractiveness and product match-up. This study applied Social Learning Theory and Social Cognitive Theory by Albert Bandura in order to explain the relationship between variables. This quantitative research collected its data through online survey which was distributed to 120 respondents from Kolej Universiti Poly-Tech MARA, Kuala Lumpur. The findings show that relationship between variables are significant. Social media influencer that have the characteristics such as source attractiveness and product match-up are more likely to change the consumer attitude toward certain brands. Hence, this study contributes to the field of communication through the establishment of a more comprehensive variables related to social media influencer in changing customer’s attitude.

Item Type:	Article
Uncontrolled Keywords:	Social media influencer, source attractiveness, product match-up, customer’s attitude
Divisions:	Institute of Graduate Studies (IGS)
Depositing User:	Mrs Shariffah Shuhaiza Syed Mohd Nor
Date Deposited:	29 May 2025 07:27
Last Modified:	29 May 2025 07:27
URI:	http://eprints.kuptm.edu.my/id/eprint/4152

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