Social Media Influencers and Its Impact on Consumer Online Purchase Intention Among Malaysia Young Adults: the Moderating Role of Consumer Ethnocentrism

Heng, Jia Loon (2024) Social Media Influencers and Its Impact on Consumer Online Purchase Intention Among Malaysia Young Adults: the Moderating Role of Consumer Ethnocentrism. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

Social media influencers play a significant role to manage the ‘social relationship’ with social media users in order to shape their consumer behavior and purchase intentions. This study is developed to investigate the impact of social media influencers, focusing on parasocial interaction, source credibility, trust, consumer attitudes, consumer ethnocentrism, and consumer online purchase intention. Consumer ethnocentrism is proposed to moderate between both the source credibility and consumer ethnocentrism relationships. Data collection was designed using the judgement sampling method and the dataset of 414 valid respondents was then analyzed using SPSS software and PLS-SEM technique. All hypotheses are found to be supported except for the moderating effect of consumer ethnocentrism. Social media influencers and parasocial interaction found to be significant related to consumer online purchase intention under the mediating role of trust and consumer attitudes. Source credibility is significantly affecting consumer online purchase intention. Lastly, implications, limitations, and suggestion for recommended research are further discussed.