The Role of Social Media Influencers in Shaping Brand Perception and Purchase Intentions Among Malaysian Youth

Yap, Yin Zi (2024) The Role of Social Media Influencers in Shaping Brand Perception and Purchase Intentions Among Malaysian Youth. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The growing influence of social media influencers (SMIs) has transformed the way brands engage with consumers, particularly among Malaysian youth. This research study examines the role of social media influencers in shaping brand perception and purchase intentions among Malaysian youth, with a focus on key factors such as influencer credibility, authenticity, and peer influence. The study explores the popularity of social media platforms like Instagram, TikTok, and Facebook, where Malaysian youth are highly active, and analyzes how SMIs impact brand awareness, image, and consumer behavior through mechanisms such as social proof and electronic word-of-mouth (eWOM). In the study, 100 Malaysian youths rated their own opinion via the survey questionnaires. This entire research study will be supported by Uses and Gratification Theory which highlights why Malaysian youth engage with SMIs and the Theory of Planned Behavior which explains how these interactions translate into purchase decisions. Case studies illustrating both the positive (Neelofa's Hijab brand) and negative (Skinny Tea Detox) impacts of influencer marketing highlight the dual effects influencers can have on youth decision-making. Findings suggest that while influencers can build strong brand loyalty, they also pose risks by promoting unhealthy consumer behavior. This study contributes to a deeper understanding of how SMIs affect consumer engagement, peer influence, brand perceptions and purchasing intentions among Malaysian youth, offering insights for marketers to develop more ethical and effective influencer strategies.