The Impact of Xiaohongshu Influencer Marketing on Consumer Purchasing Behavior and the Role of Persuasion and Trustworthiness Among Malaysians

Yap, Elysia Lee Teng (2025) The Impact of Xiaohongshu Influencer Marketing on Consumer Purchasing Behavior and the Role of Persuasion and Trustworthiness Among Malaysians. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Nowadays, influencer marketing on platforms like Xiaohongshu is increasingly important for shaping consumer purchasing behavior. The purpose of this study is to explore how Xiaohongshu influencers affect Malaysian consumers, focusing on the roles of persuasion and trustworthiness in buying decisions. By looking at factors like trust, engagement, and perceived authenticity of influencer endorsements, the research aims to reveal what drives consumer behavior. Moreover, this study utilizes quantitative surveys to gather data from a diverse group of Malaysian respondents. The findings reveal that higher perceived trustworthiness and effective persuasion by influencers significantly enhance consumer engagement and increase the likelihood of purchase. This study enhances understanding of influencer marketing in Malaysia and provides valuable insights for brands aiming to use Xiaohongshu effectively. By highlighting the significance of authenticity and trust in influencer endorsements, this research serves as a guide for developing improved marketing strategies.