Impact of Social Media Influencers on Consumers' Buying Behavior: a Case Study towards Malaysian Young Adults

Boon, Ying Wei (2020) Impact of Social Media Influencers on Consumers' Buying Behavior: a Case Study towards Malaysian Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

In this research paper, the researcher’s purpose is to investigate the impact of social media influencers on consumers’ buying behavior towards Malaysian young adults. In general, the main objective is to find out the relationship between social media influencers and the consumers. Due to the emergence of the Internet, many social media influencers are also slowly rising. Survey quantitative research method was utilized in this study to find out how the social media influencers impact consumers’ buying behavior. This study shows that Instagram, Facebook and YouTube are ranked as the most frequently used social media for consumers to get exposed to products or services that were promoted by social media influencers. 7