Social Media Influencers and its Impacts on Consumer Behavior: Malaysia

Abstract

This research aims to assess the effectiveness of social media influencers in terms of advertising. Advertising is an audio or visual sort of marketing communication that uses a straightforwardly upheld, nonpersonal message to progress or offer a thing, service, or thought that specifically focuses on a group of people bringing attention, awareness, need, and organization exposure. Advertising now has upgraded itself from traditional media to new media such as social media, not only did they found a media but also new ways to advertise. Online Social Networks, for instance, Facebook, Instagram, and others have ended up being the most standard online destinations in the current years. The organization has also started to buy their fans and they are called the social media influencers. The research methodology used in this research is quantitative through a survey questionnaire. A non-probability sampling – virtual snowball sampling method was applied in the survey with 200 respondents. Consumers see social media as an important tool in purchasing decisions, and social media influencers play an important role in that decision. This research contributes to the understanding of how advertising works, how advertising has upgraded to social media, and the influencers playing a big role in developing consumer’s behavior in their purchasing decision.