The Effect of Influencer Marketing on Gen Z Purchasing Intentions in Emerging Economies
| Dublin Core | PKP Metadata Items | Metadata for this Document | |
| 1. | Title | Title of document | The Effect of Influencer Marketing on Gen Z Purchasing Intentions in Emerging Economies |
| 2. | Creator | Author's name, affiliation, country | Ida Bagus Surya Dharma; Universitas Brawijaya; Indonesia |
| 2. | Creator | Author's name, affiliation, country | Hengky Hengky; Universitas Brawijaya; Indonesia |
| 2. | Creator | Author's name, affiliation, country | Lim Lee Ching; Universiti Sains Malaysia; Malaysia |
| 2. | Creator | Author's name, affiliation, country | Lim Shi Ni; Universiti Sains Malaysia; Malaysia |
| 2. | Creator | Author's name, affiliation, country | Lim Shu Zhen; Universiti Sains Malaysia; Malaysia |
| 2. | Creator | Author's name, affiliation, country | Lim Zhi Yee; Universiti Sains Malaysia; Malaysia |
| 2. | Creator | Author's name, affiliation, country | Nsobundu Ugochukwu Brayn; Alex Ekwueme Federal University; Nigeria |
| 2. | Creator | Author's name, affiliation, country | Sehrish Syed Ilyas; CMS Business School; Nigeria |
| 2. | Creator | Author's name, affiliation, country | Kok Ban Teoh; ViTrox College; Malaysia |
| 2. | Creator | Author's name, affiliation, country | Odebunmi Abayomi Tunde; Osun State Polytechnic; Nigeria |
| 2. | Creator | Author's name, affiliation, country | Gai Sin Liem; Ma Chung University; Indonesia |
| 2. | Creator | Author's name, affiliation, country | Friday Ogbu Edeh; Kampala International University; Uganda |
| 2. | Creator | Author's name, affiliation, country | Rupesh Kumar Sinha; National Centre for Polar and Ocean Research; India |
| 3. | Subject | Discipline(s) | |
| 3. | Subject | Keyword(s) | Consumer Trust; Influencer Credibility; Marketing Strategies; Product-Influencer Relevance; Purchasing Intentions |
| 4. | Description | Abstract | The emergence of influencer marketing in developing countries has been facilitated by Generation Z's use of social media. This study's goal is to discover how influencer marketing will affect Gen Z consumers' purchasing intentions in Indonesia, Malaysia, India, and Nigeria. In this study, the data were examined utilizing descriptive, reliability, correlation, and regression analysis employing quantitative research and IBM SPSS Statistics 26. The data collection method was carried out online with a group of 150 individuals from the Gen Z demographic participating. The study highlights that perceived influencer credibility, product-influencer relevance, perceived expertise, and trustworthiness significantly impact Gen Z's purchasing intentions in Indonesia, Malaysia, India, and Nigeria. Authentic, credible influencers who align with a brand's image strengthen consumer trust and purchase intent. Marketers should prioritize collaborations with influencers known for genuine, relatable, and expert content, fostering deeper engagement and brand loyalty. While peers' reviews showed less impact, further research could explore Gen Z's evolving approach to social proof. |
| 5. | Publisher | Organizing agency, location | AIBPM Publisher |
| 6. | Contributor | Sponsor(s) | |
| 7. | Date | (YYYY-MM-DD) | 2024-11-23 |
| 8. | Type | Status & genre | Peer-reviewed Article |
| 8. | Type | Type | |
| 9. | Format | File format | |
| 10. | Identifier | Uniform Resource Identifier | http://ejournal.aibpmjournals.com/index.php/APJME/article/view/3540 |
| 10. | Identifier | Digital Object Identifier (DOI) | https://doi.org/10.32535/apjme.v7i3.3540 |
| 11. | Source | Title; vol., no. (year) | Asia Pacific Journal of Management and Education (APJME); Vol 7, No 3 (2024): November 2024 |
| 12. | Language | English=en | en |
| 14. | Coverage | Geo-spatial location, chronological period, research sample (gender, age, etc.) | |
| 15. | Rights | Copyright and permissions |
Copyright (c) 2024 Ida Bagus Surya Dharma, Hengky Hengky, Lim Lee Ching, Lim Shi Ni, Lim Shu Zhen, Lim Zhi Yee, Nsobundu Ugochukwu Brayn, Sehrish Syed Ilyas, Kok Ban Teoh, Odebunmi Abayomi Tunde, Gai Sin Liem, Friday Ogbu Edeh, Rupesh Kumar Sinha This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. |