The Impact of Social Media Influencers on Consumer Brand Awareness and Consumer Perceived Quality towards Brand Image

In recent years, due to the development of information technology, many social media platforms such as Facebook, Instagram, YouTube have been transformed from the past function of simply providing entertainment to the public into the most effective advertising medium. Due to the high number of Inter...

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Main Author: He, Shu Kun
Format: Final Year Project / Dissertation / Thesis
Published: 2022
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Online Access:http://eprints.utar.edu.my/4449/1/21UKM03568_He_Shu_Kun.pdf
http://eprints.utar.edu.my/4449/
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Institution: Universiti Tunku Abdul Rahman
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spelling my-utar-eprints.44492022-07-28T09:27:35Z The Impact of Social Media Influencers on Consumer Brand Awareness and Consumer Perceived Quality towards Brand Image He, Shu Kun HD Industries. Land use. Labor In recent years, due to the development of information technology, many social media platforms such as Facebook, Instagram, YouTube have been transformed from the past function of simply providing entertainment to the public into the most effective advertising medium. Due to the high number of Internet users in Malaysia, it is very common for businesses to deliver advertisements through social media. Among them, social media influencer is one of the new occupations that have emerged under this trend. Social media influencers create entertaining content for the masses they follow, as well as creating ad-valued views. In view of this situation, it is very important for brand building to have a deep understanding of how the factors that affect the advertisements delivered by the browsing merchants on social media through the influencer will affect the audience. This study mainly explores how the feelings presented by the personal characteristics of social media influencers in Malaysia affect the audience's perception of advertising products and the effect of brand image building. This study uses quantitative research to investigate the relationship between social media influencers, brand awareness, perceived quality, and brand image. The results show that social media influencers have a positive and significant effect on brand awareness and perceived quality; perceived quality has a positive and significant effect on brand image; brand awareness has no significant statistical level on brand image. The perceived quality has a mediating effect between social media influencer and brand image. It is shown that when using social media influencers to advertise products, the perceived quality will be an important factor for the effect of advertising and brand image establishment. 2022 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/4449/1/21UKM03568_He_Shu_Kun.pdf He, Shu Kun (2022) The Impact of Social Media Influencers on Consumer Brand Awareness and Consumer Perceived Quality towards Brand Image. Master dissertation/thesis, UTAR. http://eprints.utar.edu.my/4449/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic HD Industries. Land use. Labor
spellingShingle HD Industries. Land use. Labor
He, Shu Kun
The Impact of Social Media Influencers on Consumer Brand Awareness and Consumer Perceived Quality towards Brand Image
description In recent years, due to the development of information technology, many social media platforms such as Facebook, Instagram, YouTube have been transformed from the past function of simply providing entertainment to the public into the most effective advertising medium. Due to the high number of Internet users in Malaysia, it is very common for businesses to deliver advertisements through social media. Among them, social media influencer is one of the new occupations that have emerged under this trend. Social media influencers create entertaining content for the masses they follow, as well as creating ad-valued views. In view of this situation, it is very important for brand building to have a deep understanding of how the factors that affect the advertisements delivered by the browsing merchants on social media through the influencer will affect the audience. This study mainly explores how the feelings presented by the personal characteristics of social media influencers in Malaysia affect the audience's perception of advertising products and the effect of brand image building. This study uses quantitative research to investigate the relationship between social media influencers, brand awareness, perceived quality, and brand image. The results show that social media influencers have a positive and significant effect on brand awareness and perceived quality; perceived quality has a positive and significant effect on brand image; brand awareness has no significant statistical level on brand image. The perceived quality has a mediating effect between social media influencer and brand image. It is shown that when using social media influencers to advertise products, the perceived quality will be an important factor for the effect of advertising and brand image establishment.
format Final Year Project / Dissertation / Thesis
author He, Shu Kun
author_facet He, Shu Kun
author_sort He, Shu Kun
title The Impact of Social Media Influencers on Consumer Brand Awareness and Consumer Perceived Quality towards Brand Image
title_short The Impact of Social Media Influencers on Consumer Brand Awareness and Consumer Perceived Quality towards Brand Image
title_full The Impact of Social Media Influencers on Consumer Brand Awareness and Consumer Perceived Quality towards Brand Image
title_fullStr The Impact of Social Media Influencers on Consumer Brand Awareness and Consumer Perceived Quality towards Brand Image
title_full_unstemmed The Impact of Social Media Influencers on Consumer Brand Awareness and Consumer Perceived Quality towards Brand Image
title_sort impact of social media influencers on consumer brand awareness and consumer perceived quality towards brand image
publishDate 2022
url http://eprints.utar.edu.my/4449/1/21UKM03568_He_Shu_Kun.pdf
http://eprints.utar.edu.my/4449/
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