Social media, influencers, and fashion consumption: evidence from Malaysian university students
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Abstract
This study investigates the factors influencing Malaysian university students’ purchase intention for fashion products within the context of social media and influencer marketing. Drawing on data from a sample of 316 students, the study examines demographic variables (gender, academic year, and monthly pocket money), behavioral factors (social media usage and influencer engagement), and influencer attributes (expertise, attractiveness, fit, and trust). Statistical analyses, including t-tests, one-way ANOVA, post-hoc tests, and multiple regressions, were conducted to assess relationships. Results showed that gender had no significant effect, while academic year, financial capacity, and time spent on social media significantly influenced purchase intention. Higher intention was reported among students who frequently interacted with, engaged with, or shared content from fashion influencers. Regression findings confirmed that all four influencer attributes significantly affected purchase intention, with expertise and fit being the strongest predictors. These findings offer valuable insights for marketers aiming to design targeted campaigns based on student financial profiles and digital behaviors.
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