The Impact of Social Media Influencer in Wall's "Cornetto Love Rose Strawberry Cheesecake" Ice Cream towards Purchasing Intention Among TAR UMT Students

Low, Sue Qi (2023) The Impact of Social Media Influencer in Wall's "Cornetto Love Rose Strawberry Cheesecake" Ice Cream towards Purchasing Intention Among TAR UMT Students. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research examines the significant impact of social media influencers on TAR UMT (Tunku Abdul Rahman University Malaysia) students' purchasing intentions concerning Wall's "Cornetto Love Rose Strawberry Cheesecake" ice cream. In an era dominated by digital platforms and social media, understanding influencer marketing dynamics for a specific product becomes essential. This study delves into the interplay between social media influencer marketing and consumer behavior, offering insights into a relatively unexplored area in marketing and consumer studies. The rising role of social media influencers as trendsetters, especially among the youth, underscores the research's importance. Wall's unique ice cream product serves as an intriguing case study to evaluate the influence of social media marketing strategies on consumer purchasing intentions, particularly among university students. This research identifies a notable gap in the literature, focusing on the influence of social media influencers in the context of ice cream products among Malaysian university students, aiming to address this gap by investigating their relationship and key factors contributing to changes in purchasing intention. The primary research question explores the extent of exposure to influencer promotions on purchasing intention among TAR UMT students. The primary research question guiding this study is: "To what extent does exposure to social media influencers promoting Wall’s “Cornetto Love Rose Strawberry Cheesecake'' ice cream affect the purchasing intention of TAR UMT students?" Additionally, the research aims to discern the key factors within influencer marketing campaigns that contribute to changes in purchasing intention among the target audience.