The impact of content, personality, and trustworthiness of social media influencers on consumer purchase intention and ewom in fashion industry

The rising popularity of social media is causing a shift from traditional to digital media in advertising and marketing communications. It also affects a trend towards advanced social media influencer marketing. The increased presence of influencers effectively links businesses and consumers and hel...

Full description

Saved in:

Bibliographic Details
Main Author:	Khalid M, Aggad Kholod
Format:	Thesis
Language:	English
Published:	2022
Subjects:	HF Commerce
Online Access:	http://eprints.utm.my/108330/1/AggadKholodKhalidPAHIBS2022.pdf.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-utm-ep.108330
record_format	uketd_dc
spelling	my-utm-ep.1083302024-11-01T03:26:32Z The impact of content, personality, and trustworthiness of social media influencers on consumer purchase intention and ewom in fashion industry 2022 Khalid M, Aggad Kholod HF Commerce The rising popularity of social media is causing a shift from traditional to digital media in advertising and marketing communications. It also affects a trend towards advanced social media influencer marketing. The increased presence of influencers effectively links businesses and consumers and helps improve communication and purchasing power. However, according to previous research, influencer marketing strategies are still in their infancy compared to other digital marketing approaches, and many firms have yet to tap into their success. Although digital marketing is slowly becoming more popular in Saudi Arabia, empirical research on the link between influencers and buying intentions are scarce. Similarly, the Gulf Cooperation Council countries have expressed worry over a lack of specific supporting ideas and related research findings. Thus, it is critical to undertake more research studies focusing on Saudi Arabia to close this gap, expand the theory, and examine the factors that determine the marketing impact of influencers on customer purchase and electronic word-of-mouth intention. This study aims to address this research gap by assessing the impact of social media influencer content, personality, and trustworthiness on consumers' fashion brand attitudes, purchase intentions and electronic word-of-mouth intention in Saudi Arabia. To support the study's objectives, the author adopted the theory of reasoned action and the halo effect. A close-ended questionnaire was used to collect quantitative data from 539 selected fashion brand consumers in Saudi Arabia. The data was analyzed using SmartPLS software. The result showed that influencers' personalities, content, and trustworthiness significantly impacted brand attitude, purchase intention, and electronic word-of-mouth intention. Furthermore, brand attitude significantly mediated the relationship between influencer content and trustworthiness towards purchase intention and electronic word-of-mouth intention. On the other hand, brand attitude did not mediate the relationship between influencer personality and electronic word-of-mouth intention. This study aimed to assist fashion retailers, and marketing professionals in better understanding social media influencer factors in improving consumer purchase intention and electronic word-of-mouth intention. 2022 Thesis http://eprints.utm.my/108330/ http://eprints.utm.my/108330/1/AggadKholodKhalidPAHIBS2022.pdf.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:154396 phd doctoral Universiti Teknologi Malaysia Azman Hashim International Business School
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HF Commerce
spellingShingle	HF Commerce Khalid M, Aggad Kholod The impact of content, personality, and trustworthiness of social media influencers on consumer purchase intention and ewom in fashion industry
description	The rising popularity of social media is causing a shift from traditional to digital media in advertising and marketing communications. It also affects a trend towards advanced social media influencer marketing. The increased presence of influencers effectively links businesses and consumers and helps improve communication and purchasing power. However, according to previous research, influencer marketing strategies are still in their infancy compared to other digital marketing approaches, and many firms have yet to tap into their success. Although digital marketing is slowly becoming more popular in Saudi Arabia, empirical research on the link between influencers and buying intentions are scarce. Similarly, the Gulf Cooperation Council countries have expressed worry over a lack of specific supporting ideas and related research findings. Thus, it is critical to undertake more research studies focusing on Saudi Arabia to close this gap, expand the theory, and examine the factors that determine the marketing impact of influencers on customer purchase and electronic word-of-mouth intention. This study aims to address this research gap by assessing the impact of social media influencer content, personality, and trustworthiness on consumers' fashion brand attitudes, purchase intentions and electronic word-of-mouth intention in Saudi Arabia. To support the study's objectives, the author adopted the theory of reasoned action and the halo effect. A close-ended questionnaire was used to collect quantitative data from 539 selected fashion brand consumers in Saudi Arabia. The data was analyzed using SmartPLS software. The result showed that influencers' personalities, content, and trustworthiness significantly impacted brand attitude, purchase intention, and electronic word-of-mouth intention. Furthermore, brand attitude significantly mediated the relationship between influencer content and trustworthiness towards purchase intention and electronic word-of-mouth intention. On the other hand, brand attitude did not mediate the relationship between influencer personality and electronic word-of-mouth intention. This study aimed to assist fashion retailers, and marketing professionals in better understanding social media influencer factors in improving consumer purchase intention and electronic word-of-mouth intention.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Khalid M, Aggad Kholod
author_facet	Khalid M, Aggad Kholod
author_sort	Khalid M, Aggad Kholod
title	The impact of content, personality, and trustworthiness of social media influencers on consumer purchase intention and ewom in fashion industry
title_short	The impact of content, personality, and trustworthiness of social media influencers on consumer purchase intention and ewom in fashion industry
title_full	The impact of content, personality, and trustworthiness of social media influencers on consumer purchase intention and ewom in fashion industry
title_fullStr	The impact of content, personality, and trustworthiness of social media influencers on consumer purchase intention and ewom in fashion industry
title_full_unstemmed	The impact of content, personality, and trustworthiness of social media influencers on consumer purchase intention and ewom in fashion industry
title_sort	impact of content, personality, and trustworthiness of social media influencers on consumer purchase intention and ewom in fashion industry
granting_institution	Universiti Teknologi Malaysia
granting_department	Azman Hashim International Business School
publishDate	2022
url	http://eprints.utm.my/108330/1/AggadKholodKhalidPAHIBS2022.pdf.pdf
_version_	1818646940307423232

The impact of content, personality, and trustworthiness of social media influencers on consumer purchase intention and ewom in fashion industry

Similar Items