Factors of virtual influencer marketing influencing Generation Y consumers’ purchase intention in Malaysia

IF 1.3 Q3 BUSINESS
Nurlida Binti Ismail, Yoong Ruey Yap
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引用次数: 3

Abstract

contribution to the existing influencer marketing literature, where results reveal that Attitude towards virtual influencer strongly mediates the relationship between Parasocial Interaction, Attractiveness and Trustworthiness and purchase intention. Hence, the findings from this study offer purposeful and relevant insights for both scholars and marketing practitioners as to the factors of virtual influencer marketing influencing Generation Y consumers' purchase intention, specifically in Malaysia. As most of the recent literature are mostly based on the Westerners' point of view, it is concluded that more studies shall be carried out to gather evidence from various perspectives through the academia and industry practitioners across Asia to compare, verify and support the findings from both sides of the world in future research.
虚拟网红营销影响马来西亚Y世代消费者购买意愿的因素
对现有网红营销文献的贡献,研究结果表明,对虚拟网红的态度在副社会互动、吸引力和可信度以及购买意愿之间的关系中起着强烈的中介作用。因此,本研究的结果为学者和营销从业者提供了有针对性的相关见解,以了解虚拟网红营销影响Y一代消费者购买意愿的因素,特别是在马来西亚。由于最近的文献大多是基于西方人的观点,因此我们认为,在未来的研究中,需要进行更多的研究,通过亚洲各地的学术界和行业从业者从各个角度收集证据,对世界双方的研究结果进行比较、验证和支持。
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来源期刊
International Journal of Internet Marketing and Advertising
International Journal of Internet Marketing and Advertising Business, Management and Accounting-Marketing
CiteScore
1.80
自引率
18.20%
发文量
72
期刊介绍: The IJIMA is a double-blind refereed, highly professional and authoritative source of information in the field of Internet and its applications in marketing and advertising. IJIMA also publishes theories and practices that are useful to executives in managing marketing and advertising activities over the Internet.
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