Understanding Social Media Influencer Attributes: Developing and Validating a Measurement Model
0Understanding Social Media Influencer Attributes: Developing and Validating a Measurement Model
Layman Abstract : People tend to trust social media influencer because they believe influencers have real experience with the products or services they talk about. In Malaysia, using social media influencers for marketing has become a popular strategy, as consumers rely heavily on their recommendations when making purchasing decisions. Because influencers have a big impact on consumer behavior, businesses need to understand what makes an influencer effective.
This study aimed to develop and test a way to measure the key characteristics of social media influencers. It focused on women aged 18 to 56 who had watched a YouTube beauty influencer review a cosmetic product.
How the study was conducted:
In the first phase, 100 participants were selected for a test run using a research method called Exploratory Factor Analysis (EFA).
In the second phase, 393 participants were chosen for a more detailed study using Confirmatory Factor Analysis (CFA).
The study used statistical modeling to check if the developed measurement tool was reliable and accurate.
Key Findings:
The measurement model successfully identified the important attributes that make social media influencers effective.
The results confirmed that the tool was reliable and could be used in future research or marketing strategies.
Conclusion:
This study successfully created a validated method to measure the key qualities of social media influencers. Businesses and researchers can use this tool to better understand what makes influencers successful and how they impact consumer decisions.
----------
View Book: https://doi.org/10.9734/bpi/nabme/v4/4517
#Influencermarketing #ocialmediainfluencer #exploratoryfactoranalysis #confirmatoryfactoranalysis #socialmedia
#HowToUseInfluencerMarketing #socialmediainfluencers #InfluencerMarketingMalaysia #MarketingWithInfluencers #PowerOfInfluencers #SocialMediaMarketing #BeautyInfluencers #ConsumerBehaviorMalaysia #InfluencerImpactOnPurchases #DigitalMarketingTrends #YouTubeBeautyInfluencers #MarketingWithYouTubeInfluencers #EffectiveInfluencerMarketing #InfluencerTrustAndCredibility #SocialMediaInfluencerResearch #ConsumerTrustInInfluencers #BrandPromotionThroughInfluencers #InfluencerMarketingAnalytics #UnderstandingInfluencerAttributes #InfluencerMarketingStrategy #HowInfluencersAffectBuyingDecisions #DigitalMarketingMalaysia #MarketingResearchOnInfluencers #SocialMediaImpactOnConsumers #BestMarketingPracticesWithInfluencers #MeasuringInfluencerEffectiveness #influencer
Related keyword:
Social media influencers in marketing
How influencers impact consumer behavior
Beauty influencers and cosmetic marketing
Social media influencer characteristics
Role of influencers in product recommendations
How influencer endorsements affect purchasing decisions
The psychology of influencer marketing
Measuring influencer effectiveness in marketing
Why consumers trust social media influencers
How beauty influencers shape consumer purchasing behavior
The impact of social media influencers on cosmetic brand sales
How to measure influencer marketing effectiveness
Social media influencer attributes and consumer trust