The Impact of Social Media Influencers on Attitude and Purchase Intention of Fashion Products

Tan, Sook Yee (2025) The Impact of Social Media Influencers on Attitude and Purchase Intention of Fashion Products. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research examines the impact of social media influencers on consumer attitudes and purchase intentions, specifically within the Malaysian fashion industry. The rise of social media platforms such as Instagram, Facebook, Xiaohongshu and TikTok has given influencers a key role in shaping consumer behaviour. This study explores the key factors of influencer attractiveness, credibility, expertise, and trust and how these attributes affect consumers’ attitudes towards the influencer, brand attitude, and purchase intention. This study contributes to the growing literature on digital marketing and provides valuable insights for brands seeking to leverage influencer marketing in the competitive fashion industry. This study employs two key theories which are source credibility theory and social influence theory. Source credibility theory explains how the credibility of the influencer characterised by attributes like trust, expertise, and attractiveness affects consumers' acceptance of the message. Social influence theory focuses on how social norms, values, and group identity affect consumer behaviour, emphasising how influencers shape trends within social media communities. Data was collected through a quantitative survey targeting Generation Z, known for their active presence on social media and fashion-conscious behaviours. The research collected data to explore how influencers' attractiveness, perceived credibility, expertise, and trust affect consumer attitudes towards influencers, brand attitude, and purchase intention. This study also used non-probability purposive sampling to selectively target participants from Generation Z, a demographic known for being active on social media platforms. This method was chosen because it allowed the researcher to focus on respondents most relevant to the goal, ensuring that the data collected was meaningful and aligned with the purpose of the study. The findings reveal that while influencers are widely perceived as attractive, credible, trust, and knowledgeable, factors like price, quality, and brand reputation remain the primary drivers of purchase decisions. Platforms like Instagram dominate influencer engagement, with clothing being the most frequently purchased product. Addressing concerns about authenticity and aligning promotions with consumer preferences can further enhance influencers' effectiveness in shaping consumer behavior. Key attributes such as attractiveness, perceived credibility, trust, and expertise were found to significantly shape consumer behavior, aligning with Source Credibility and Social Influence Theories. Practical implications emphasize leveraging visually appealing content and platforms like Instagram to optimize influencer marketing strategies. Despite limitations in sample diversity, the findings provide actionable insights and lay the groundwork for future research into this dynamic marketing approach.