How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products

Yeoh, Min Fang and Tan, Qian Tong (2024) How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products. Final Year Project, UTAR.

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Abstract

Nowadays, the number of social media influencers is growing substantially, leading many corporations to employ influencer marketing as a marketing communication method to raise brand awareness, attract customers’ attentions, and enhance public social engagement. This study aims to examine how influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products. By utilizing the Theory of Reasoned Action (TRA), this study investigates the impacts of independent variables, including attitudes towards influencer marketing (IV1) and the subjective norms (IV2), on Malaysian Gen Z consumers’ purchasing intentions (DV). A quantitative research methodology was applied in this research, and a data set was obtained from 385 respondents via online questionnaire by using snowball sampling method. The findings showed a strong relationship between attitudes towards influencer marketing and the subjective norms with the Malaysian Gen Z consumers purchasing intentions, supporting H1 and H2, respectively. These findings also enhance the understanding while providing theoretical and practical implications for both future researchers and fashion and beauty-related marketers and companies. However, this study faced a few limitations, including the lack of generalizability and unexplained variables. These limitations offer opportunities for future research to investigate deeper into the principles of influencer marketing and its impact on consumer behaviours. Keywords: Influencer Marketing, Purchasing Intentions, Gen Z, Fashion and Beauty Industry, TRA model, Attitude, Subjective Norms, Malaysia. Subject Area: HF5410-5417.5 Marketing. Distribution of products

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