Social Media Influencers as Promotional and Marketing Tools Among Social Media Users

Chow, Zhi Ling (2019) Social Media Influencers as Promotional and Marketing Tools Among Social Media Users. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The title for this research study was “Social media influencers as promotional and marketing tools among social media users”. The purpose of this study was to study the promotion techniques of social media influencers during promotion process, and the factors that affect the buying behaviour of the consumers. The main motive of this research was to understand the concept of influencer marketing and how it works. There were two research objectives in this research, which are ‘To identify the techniques used by social media influencers in promoting products and services on their social media platforms’ and ‘To explain the factors that affecting the consumers’ buying behaviour’. Starting from these two research objectives, it raised two research questions, which are ‘What are the techniques used by social media influencers to promote products and services on their social media platform?’ and ‘What are the factors that affecting the consumers’ buying behaviour?’. Online survey questionnaire and intensive interview were conducted to develop feedback from social media users and social media influencers. The online survey question was designed to receive 100 responses from the public and there are total two interviewees to give their opinion for intensive interviews. The credibility, expertise and attractiveness of the sources are the main factors to affects the consumers’ buying behaviours. Therefore, Elaboration Likelihood Model was applied to support the statements in this research. This research can contribute to the society, business, and social media aspect. Among them, it provides an overview of marketers to determine the effectiveness of social media influencers in enhancing brand awareness, to enable society to understand the importance and impact of influencer marketing on the digital society, and to help social media influencers identify the elements they need. It is necessary to publicize the products and services of marketers and establish brand awareness.