Comparative Analysis of Influencer Marketing Effectiveness on Consumer Perception and Buying Behavior Across Social Media Platforms Among Generation Z in Malaysia

Chai, Ke Xin (2024) Comparative Analysis of Influencer Marketing Effectiveness on Consumer Perception and Buying Behavior Across Social Media Platforms Among Generation Z in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research, titled "Comparative Analysis of Influencer Marketing Effectiveness on Consumer Perception and Buying Behavior Across Social Media Platforms Among Generation Z in Malaysia," explores how influencer marketing impacts attitudes and purchasing behavior. This research focusing on product categories, engagement metrics, and the roles of micro and macro influencers, this research applies the Elaboration Likelihood Model (ELM) and Source Credibility Theory to understand key dynamics in this marketing approach. A convenience sampling method was employed to collect data from 100 Generation Z respondents aged 18–26 who actively use Instagram, YouTube, and TikTok. The findings revealed that fashion, beauty, and food are the top product categories influenced by social media recommendations, with influencer expertise and trustworthiness significantly driving purchasing decisions. Technical categories like electronics benefit when influencers showcase knowledge and reliability. Social media engagement metrics such as likes, shares, and comments were identified as key indicators of authenticity and social proof. Generation Z respondents value relatable, authentic content, which builds trust effectively. Additionally, while macro influencers provide extensive brand visibility, micro influencers excel in building personalized connections and trust, making them particularly effective in niche markets. This research emphasizes the importance of developing strategies that appeal to Generation Z. Brands can enhance outcomes by leveraging a combination of micro influencers for trust and engagement and macro influencers for visibility. These findings provide actionable insights for marketers aiming to optimize influencer marketing strategies in the Malaysian context.