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Archives of Business Research – Vol. 9, No. 8
Publication Date: August 25, 2021
DOI:10.14738/abr.98.10645. Shadah, M. A. H., & Vorobyova, K. (2021). Social Media Influencers Source Credibility and Product Fit Impact on Customers
Purchasing Intentions, Under the Moderating Effect of Gender, Malaysian Context. Archives of Business Research, 9(8). 108-124.
Services for Science and Education – United Kingdom
Social Media Influencers Source Credibility and Product Fit
Impact on Customers Purchasing Intentions, Under the
Moderating Effect of Gender, Malaysian Context
Mohammad A. H. Shadah
Faculty of Business Management & Globalization , JPT/BPP
(KA10541) 03/15, Limkokwing University of Creative Technology
Cyberjaya, Selangor Darul Ehsan, Malaysia, -, 63000 /
Dr. Kateryna Vorobyova
Faculty of Business Management & Globalization , JPT/BPP
(KA10541) 03/15, Limkokwing University of Creative Technology
Cyberjaya, Selangor Darul Ehsan, Malaysia, -, 63000 /
ABSTRACT
This study seeks to identify the source credibility of social media influencers that
impact customer's purchase intention under the moderating effect of gender. It
adopts the Ohanian model of sources credibility and Kamins, Michael A.'s "match- up" hypothesis. The conceptual model includes (purchase intention” source
credibility” trustworthiness” attractiveness” expertise “gender and product match- up). The researchers employed online surveys to collect responses on the criteria
in the current study, which took a quantitative approach, using convenience
sampling techniques. A total of 231 responses were received after data cleaning,
209 responses were accepted. SmartPLS 3, were used for data analysis. The
research findings show that expertise, attractiveness, and match-up are the key
factors that influence customers' purchase intention and describe the customer's
perception of influencers, except for trustworthiness, which suggests that
Malaysian customers are aware of the authenticity issues of social media
influencers. This study also revealed that there is no moderating effect across
gender regarding social media influencers except for trustworthiness. The study
has implications for general management as social media influencer has a powerful
impact on effective communication and marketing strategies.
Keywords: Communication” E-WOM” Influencer” Marketing” Social media marketing”
INTRODUCTION
The continual and ongoing use of social media and social networking sites has resulted in the
creation of vital information and content [1]As a result, firms can use engaging platforms to
handle promotional operations. More than 1.5 billion people across the Asia Pacific now use
social networking sites every month, with 95% reaching platforms via mobile devices,
therefore, growing to be the largest segment of, social networking site consumers in the
world.[2] With the social media marketing actions possible, firms are frequently switching to
digital influencers (SMIs) to endorse their brands because influencers correlate the expected
target audience with brands while providing direct communication with their following .[3]
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Shadah, M. A. H., & Vorobyova, K. (2021). Social Media Influencers Source Credibility and Product Fit Impact on Customers Purchasing Intentions,
Under the Moderating Effect of Gender, Malaysian Context. Archives of Business Research, 9(8). 108-124.
URL: http://dx.doi.org/10.14738/abr.98.10645
Moreover, they are commonly observed as sources of relevant and credible information for
people who follow them, which is a desirable condition to increase the diffusion and influence
of their messages. This is especially beneficial for companies that involve influencers in their
electronic word-of-mouth (E-WOM) strategy as trustworthy, online opinion leaders to promote
their brands and enhance their image and value, based on their view that influencers have the
power to persuade consumers to purchase the endorsed brands[1]. These persuasive ordinary
consumers can turn opinions, raise brand awareness, or drain it.
Social Media Influencers referred to as (SMIs) Usually been known as an innovative type of self- governing third-party endorser who shapes audience perspectives through blogs, tweets, and
the use of other social media. In this time of global online reach [4]There are relevant characters
of people that could have a remarkable impact on people's opinions which make personal or
behavioral characteristics of an influencer essential to take into consideration to determine the
appropriate one. A wide range of signs that might be related to influencing characteristics is a
social activity, charisma, expertise, power, authority, shared interests, uniqueness,
innovativeness, amount of followers/friend’s etcetera [5]Certain individuals can have more
influence than others due to their social status, personal features, and overall image, including
age, gender, and even marital status [6]
Problem Statement
In January 2021, there were 28.00 million social media users in Malaysia, according to
Datareportal. Between 2020 and 2021, the number of social media users in Malaysia increased
by 2.0 million (+7.7%). In January 2021, Malaysia's social media users accounted for 86.0
percent of the country's total population [7]. In a survey on social media influencers conducted
by Joschka Müller, Insight October 2020, approximately 77 percent of female and 73 percent of
male respondents in Malaysia said they followed at least one influencer on social media. The
same survey discovered that the majority of the respondents had purchased an item or product
recommended by an influencer [8]. Therefore, the use of (SMIs) to deliver Influencer-driven
marketing communications is on the top of the strategies implemented by marketing
professionals [8]. Social media influencers influence their followers by giving information,
presenting recommendations, providing personal opinions, and increasing professional
knowledge. [7]. They may be called opinion leaders, micro-celebrities, social media influencers,
or influentials those self-made people are affecting the formation of attitudes, public
information, and opinions [8]. Since definitions and understandings of Social media influencers
and influencer communications are diverse and confusing [9]. It is important to briefly highlight
the specific characteristics of Social media influencers and influencer communication that
distinguish them from ordinary celebrities and celebrity endorsement approaches. Social
media influencers constantly evolving phenomenon has created complicated challenges in
general management, as it might intercept with the organization's functional departments,
overall control of information, communication, marketing strategies, and production.
Therefore, the researcher argues that it's imperative to investigate customers' perceptions of
social media influencers through investigating, the dimensions of social media influencers'
source credibility, impact on consumers purchasing intentions, under the moderating effect of
customers' gender. In other words, examining the strength and direction of the link between
consumers' purchase intention, source credibility dimensions, and product match-up, including
which perceived credibility of an influencer better explains customers` purchase intention of
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the products promoted by the influencer. Firstly, this study aims to contribute to the academic
body involving the understanding of customers' perception of social media influencers' source
credibility. Secondly, it contributes to the medium and small-sized firms that often have limited
resources and need to concentrate on fewer channels to adopting overall general management
that aligns with the new strategies of social media influencers' communication, marketing,
information, and production management. The current study will fill in the gap in research that
previously might be performed in other countries yet not in Malaysia.
Aim of the Research
This research aims to determine the strength and direction of the link between consumers'
perception of social media influencers, source credibility dimensions, and product match-up,
including how the perception varies across gender. Furthermore, to discover how the
credibility of an influencer impact customers` purchase intention.
Research Questions
1. What is the strength and direction of the link between consumers' purchase intention,
source credibility dimensions: Attractiveness, Trustworthiness, Expertise?
2. What is the strength and direction of the link between consumers' purchase intention,
and product match-up?
3. Does the perception of social media influencers' sources preserve credibility vary across
gender?
LITERATURE REVIEW
Introduction
The Literature Review framework of this study is to locate existing literature that is relevant to
the research and the understanding of social media influencers. Therefore, this section reviews
the previous literature related to or on the topic of social media influencer marketing. The use
of influencer marketing aims to improve the purchase intention and actual purchase of the
endorsed product as well as to span the repeated purchase of the brand achieved through brand
trust. This chapter proposes to give a scope of the literature related to this thesis’ research.
Social Media and social media influencers
Social media is characterized as a community of internet-based networks established on an
ideological and technological basis [10], which enables content and information to be generated
and shared between users. In addition, [11] study stated that companies and various
government agencies have been using social media networks to engage their consumers and
people as part of their communication channels. That indicates that their network is primarily
driven by customer purchasing decisions. [12], also indicated that social media can be
described as a medium through which users can share multiple sources of internet-based
information on various topics.
Social media platforms are referred to as channels through which information is shared by
users, according to the [13] report. It is also used to build awareness of the commodity and shift
customer buying behavior and purchasing intentions. In the same way, [14] study stated that
social media offers a company the chance to reach a wider audience. In the following ways,
social media marketing can be conducted: weblogs, social blogs, microblogging, wikis, podcasts,
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Shadah, M. A. H., & Vorobyova, K. (2021). Social Media Influencers Source Credibility and Product Fit Impact on Customers Purchasing Intentions,
Under the Moderating Effect of Gender, Malaysian Context. Archives of Business Research, 9(8). 108-124.
URL: http://dx.doi.org/10.14738/abr.98.10645
photos, videos, ratings, and social bookmarking [15]. It is also possible to interpret social media
marketing as internet-based marketing that replaces conventional marketing. In addition, [16]
claimed that influencer marketing typically endorses a person on a social media site who has
created many followers. Because of its presence, impacts, or contributions to the environment
in which brand ambassadors are often involved. [17] claimed in the same vein that social media
sites such as Twitter, Instagram, Facebook, YouTube, etc. are networks through which it is
possible to attract multiple users, customers and customers. Traditional marketing techniques
have been undermined by the rise in the acceptance and use of social media sites, and as such,
different companies have adapted their marketing strategies to their product's internet-based
marketing to attract a greater number of customers.
There is no question that the advancement of social media and other related elements has been
of tremendous assistance to brand owners/marketers in finding new ways to communicate
with their target audience. And as such, via internet-based networks or channels, organizations
may connect or reach out to their different clients and users. Various studies such as [18]
indicate that, because the platform was built for interactions and not for selling goods, social
media users are not comfortable with selling ads on their feeds. In addition, for example, the
number of advertisement blockers is increasing at an unprecedented rate; ad blocking is
reportedly increasing by 40% annually, and more than six hundred million strategies were
implementing such methods of advertising blocking software at the end of 2016, and this threat
makes it impossible for social media users to access different marketing software.
Marketing advertisers frequently use celebrities or experts to share their expertise and
experience in promoting a product/service to make consumers remember products. Promotion
endorsers can create an Impact of recommendation and endorsement and increase customer
reliability and intention to buy. Moreover, while selling a product it cannot depend solely on
whether a product is. Preferably, it should utilize advertising endorsers to recommend and
promote a product to make a perfect product image and influence consumers' purchase
intentions. Consequently, endorsement marketing can give a product a new image and more
exposure to customers and exceedingly improve product recognition [19] .
Individuals follow influencers' lives on social media, the influencer marketing approach seems
almost like the natural part of their daily lives instead of advertising, which is generally still is.
Were influencers posting about trademarks and products on their social media, can be
perceived as fellow social media users by their followers, through the message of the brands
are perceived as further reliable and trustworthy. that influence may be a long--term
proposition that's grown and nurtured over time. Users create social media content through
their participation, comments, and likes, and finally, their information facilitates responses
from other members. (SMIs) and companies encourage their social networks to not just only
consume content, but actively exhibit social media engagement behaviors in such a way that
they drive new content [20].
A research agenda for researching factors that can influence marketing effectiveness in the
sense of online communities is suggested by [21]. The paper proposes a model of research that
integrates both network and individual variables, describes the research strategy, and
addresses the research's possible implications. This study proposes a research model that
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studies the impacts on the efficiency of E-WOM marketing across online social networks of both
individual and network characteristics. The model experiments blogs at its primary level,
followed by a large-scale field experiment on real blog sites. The research showed that the
characteristics of the customer as well as the characteristics of the network both influence the
purchasing intentions of the consumer and their attitude towards the product being endorsed
to a great degree in either a positive or negative way.
A research paper on the effects of social effects on Taiwan's plan to use bloggers[22]. The
authors suggest a conceptual structure that incorporates information quality, system quality,
blog feature quality, and social impact as key determinants of the purpose of bloggers to use,
based on the IS performance model. An online survey gathered analytical knowledge from 613
participants. The findings show that the quality of content, system quality, and blog function
quality, i.e., the technical variables, have a positive effect on the intention of bloggers to use
them. Among these characteristics, the most prominent is device quality. Social impact greatly
affects the purpose of bloggers to use social factors directly and implicitly through blog
platform features. A multi-group study revealed the variations in the expectations of blog
platform characteristics between blog readers and writers and the strength of route coefficients
between factors in the conceptual model.
A research paper on information and food blogging in the United Kingdom as serious recreation
[20]. The conceptualization of food blogging by participants and the role of knowledge in it is
interpreted by 6 in-depth, hour-long interviews and activity reviews on the website of the UK
Food Bloggers Association. The study found that food blogging, rather than just a recreational
practice, has become a paying occupation. In addition, the credibility of the restaurants and the
foods they try here is influenced by food bloggers' feedback and suggestions. Bloggers are now
invited by restaurants to rate their dishes and make them popular among the masses.
A researched on how social media shapes behavior along with some empirical data on distant
customers [21]. The paper aims to examine how social media-related centers of measurement
are now evolving and how they affect the process of acting on distant customers. The authors
primarily concentrate on investigating how social media influences the disconnect between the
company and the consumer. The study is being carried out in an Italian telecommunications
corporation with 50000 workers. Through the analysis, by underpinning the contentious
effects associated with calculation centers introduced by social media data, they contribute to
an emerging stream of literature that explores accounting consequences derived from social
media. The authors suggest that while social media data provides the organization with a huge
amount of real-time information, at the same time it leads to decentering, rather than improving
awareness within the center, enabling consumers and external actors to act on the organization.
This research should help managers enter the world of social media, indicating that they should
carefully examine how to use all these related studies of social media.
Hypotheses Development
Source credibility [22] developed the Factors in Social Media influencer Value Model (SMIV), in
line with the Advertisement Value Model. This model describes the role of source reputation in
consumer behavior and redefines the concept of trust in the sense of impact. According to this,
the perceived confidence, brand recognition, and also purchasing intention is affected by
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Shadah, M. A. H., & Vorobyova, K. (2021). Social Media Influencers Source Credibility and Product Fit Impact on Customers Purchasing Intentions,
Under the Moderating Effect of Gender, Malaysian Context. Archives of Business Research, 9(8). 108-124.
URL: http://dx.doi.org/10.14738/abr.98.10645
reputation. More specifically, three of the credibility elements: trustworthiness, similarity, and
attractiveness proved to have positive effects on perceived trust, brand awareness, and
purchase intention. Besides credibility, advertising content value, in this case, influencer- generated content, consisting of informative and entertainment values can have positive effects
on perceived trust, brand awareness, and purchase intentions as well. The credibility of the
source refers to the customers' interpretation of the information source. Due to the existence
of anonymous and numerous writers, establishing the concept of source authenticity on social
media may be a challenge; there are no gatekeepers, we are faced with genre fusion and
advertisement mixing. People prefer to accept certain sources if others likewise do so [23].
Influencers in social media are used both as outlets and as media. Previous source credibility
research has emphasized the role of the communicator's trustworthiness, beauty, and
experience in the specific case of celebrity endorsement advertising [24]. Within the theoretical
context of the Source credibility Theory, based on three aspects: trustworthiness, competence,
and attractiveness, [25] introduced a new feature, applied exclusively to influencers of social
media, which is similarity (the similarity between influencers and their followers, about
demographic or ideological factors). This study expects a high impact of social media
influencers' marketing impact on consumers purchasing intentions in Malaysia.
Trustworthiness
Could be crucial to the amount of influence that an influencer has over its followers [23]. The
two previous factors are what together determine the strength of the trust and credibility that
is created between the influencer and the consumer. For example, if a consumer; beliefs in the
message behind the content provided by the influencer. Source trustworthiness involves the
interpretation of a source as trustworthy, genuine, or truthful by the recipients [24].
H1: There is a positive relationship between source Trustworthiness and purchase intention.
Attractiveness
The first hypothesis of the source-credibility model is attractiveness. In extension to both
trustworthiness and expertise, a social media influencers endorser’s attractiveness, as
perceived by consumers, likely is essential. The category of attractiveness refers more to an
influencer's status, namely its success and prestige as influencers [25]. The attractiveness can
also be connected to how a consumer feels about or thinks about an influencer and whether the
consumer finds the influencer likeable by treating the influencer as a friend on a more personal
level. An influencer's attractiveness may also involve how the user is feeling about the
influencer's physical appearance and other features. Attractiveness entails one’s outward
physical appearance—that is, someone who is perceived as beautiful, elegant, or classy[26].
H2: There is a positive relationship between source attractiveness and purchase intention.
Product Match-up
To deliver excellent performance, congruency between an endorser and the product is key. The
match-up hypothesis examines the connection between the brand and an endorser [27].
Effective alignment between an endorser and the brand can be used as a good marketing
technique [28]. There also emerges a major match-up relationship with the advent of a close
connection between an endorser and the commodity [29]. In other words, as a representative
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of the brand, social media influencers must show a suitable fit with the features of the product.
The perfect match would lead to a valuable outlook on the goal [30]. Matching between the
endorser and the brand is the most significant feature of the customer's purchasing intentions.
A better fit between the social media influencers and the products will significantly boost the
outcome of the advertisement.
H3: There is a positive relationship between influencers product match-up and purchase
intention.
Expertise
In terms of source credibility, not only are attractiveness and trustworthiness essential
constructions, but expertise or the perceived expertise of a source will have a positive effect on
the attitudes and credibility of the source [31] The expertise of an influencer is in simpler words
referred to that the influencer knows what he or she is talking about when referring to or
sharing information about specific things [32], such as the products that they are
recommending. The expertise that an influencer has and shares could later contribute to how
the attractiveness of the influencer is described.
H4: There is a positive relationship between source expertise and purchase intention.
Gender
Several prior studies have attempted to highlight the importance of gender differences in
advertising because gender is widely used as a foundation for market segmentation. Because
advertisers target ads to certain demographics, argues that any disparities in how males and
females perceive an influencer's credibility should be taken into account. This conclusion
suggests that natural gender differences may play a role in the moderating function of purchase
intentions, [33] [34].
H5: Gender moderate the relationship between Expertise and purchase intention.
H6: Gender moderate the relationship between Attractiveness and purchase intention.
H7: Gender moderate the relationship between Trustworthiness and purchase intention.
H8: Gender moderate the relationship between Product Match-up and purchase intention.
Conceptual Model
The conceptual model is constructed based on the Ohanian model of sources credibility and
Kamins, Michael A.'s "match-up" hypothesis (Figure 1). It examines the source credibility of
social media influencers that impact customers' purchase intention and the moderating effect
of gender.
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Shadah, M. A. H., & Vorobyova, K. (2021). Social Media Influencers Source Credibility and Product Fit Impact on Customers Purchasing Intentions,
Under the Moderating Effect of Gender, Malaysian Context. Archives of Business Research, 9(8). 108-124.
URL: http://dx.doi.org/10.14738/abr.98.10645
Figure (1) The Conceptual Framework
METHODOLOGY
Data Collection and Sampling
The current study chose a quantitative approach to investigate social media influencers'
sources credibility, characteristics that influence consumer purchase intentions. To accomplish
that using convenience sampling techniques, the researchers used online questionnaires to
collect responses on the factors. The study's participants were recruited through social groups
and were administered online via Google forms. To ensure that the participants had previously
interacted with the social media influencers a pre-screening question was developed, asking if
participants follow any influencers; those who did not follow influencers were excluded. The
questionnaire was divided into three sections. In section one, the respondents need to fill in the
demographic information age, gender, and education level. Meantime, in section two the
respondents were required to fill in yes, no questions. In the third section, questions addressing
independent and dependent variables were asked. Each item was graded on a 5-point Likert
scale. A total of 214 participants responded to the screening questions, with 209 of them being
eligible and completing the survey.
Measurement
Prior studies were adopted to establish the measures for this study, which were utilized to
quantify the impact of customers' perceived credibility to follow influencers on purchase
intention. The purchase intention scale was measured by four items derived from [32] research,
while the credibility scale was measured by 12 items adapted from [33] research. The
measurement for the product match-up was measured using 4 items scales obtained from [34]
The Likert Scale was mostly employed in this survey to classify respondents' responses to each
of the questions. According to [35] This scale is commonly used and requires respondents to
express their level of agreement or disagreement with each of the statements. Participants
indicated their agreement with a series of statements that measured perceived expertise,
attractiveness, trustworthiness. Each statement started with “I Consider the Influencer to be”
and was measured on a 5-point Likert scale varying from disagreeing to Strongly agree.
Expertise was measured with questions like “I Consider the Influencer to be Skilled.”
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Attractiveness was measured with questions like “I Consider the Influencer to be Elegant.”
Trustworthiness was measured with questions like “I Consider the Influencer to be Honest.”.
As a preliminary evaluation of their performance throughout the entire sample, the initial
measures were subjected to several variables and reliability analyses. The construct level
reliability, also known as composite reliability, ensures that elements belonging to the same
construct have a stronger correlation. Examining the statistical significance of each factor
loading and calculating the composite reliability are both parts of the correct measurement
model. The scales are far higher than the usually accepted requirements for reliability testing
with a value greater than 0.70. [36]
DATA ANALYSIS AND DISCUSSION
Demographic profile with the main population of 209 participants (N=209) as shown in Table 1
Table 1 Demographic profile with the main population of 209 participants. (N=209)
Assessing Measurement Model, the agreeable cutoff for composite reliability is similar for any
measure of reliability, also for Cronbach's alpha. Composite reliability varies from 0 to 1, with
1 being perfect estimated reliability. In a model adequate for exploratory purposes, composite
reliabilities should be equal to or greater than [35] The model's unidimensional, reliability,
convergent validity, and discriminant validity were all assessed using a basic principle
components analysis on all constructs with item loadings above 0.9.
Percent
Gender
Male 46.9%
Female 53.1%
Age
18-24 years old 26.8%
25-34 years old 32.1%
35-44 years old 34.40%
45-54 years old 6.7%
Education Leve
No schooling completed 0.0%
Some high school, no diploma 14.4%
Associate degree 23.0%
Bachelor’s degree 30.6%
Master’s degree 27.8%
Doctorate degrees 4.3%
Social Websites Daily visit
Yes 71.3%
No 28.7%
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Shadah, M. A. H., & Vorobyova, K. (2021). Social Media Influencers Source Credibility and Product Fit Impact on Customers Purchasing Intentions,
Under the Moderating Effect of Gender, Malaysian Context. Archives of Business Research, 9(8). 108-124.
URL: http://dx.doi.org/10.14738/abr.98.10645
Table 2 Internal consistency reliability
Construct Reliability and Validity
Cronbach's
Alpha rho_A Composite
Reliability
Average Variance
Extracted (AVE)
Attractiveness 0.962 0.963 0.973 0.899
Expertise 0.956 0.957 0.968 0.884
Product Match- up
0.957 0.958 0.969 0.886
Purchase
Intention 0.943 0.943 0.959 0.855
Trustworthiness 0.964 0.965 0.974 0.902
Model estimation provides empirical estimates of the links between indicators and constructs
(measurement models) as well as between the constructs themselves (structural model). We
can compare the theoretically constructed measurement and structural models with reality, as
represented by the sample data, using empirical measurements. To put it another way, we can
see how well the theory fits the evidence. The initial focus of the model evaluation is on the
measurement models. The researcher can assess the construct measures' reliability and
validity by examining their PLS-SEM estimates. Multivariate measurement, in particular, entails
employing numerous variables to measure a notion indirectly. Internal consistency
dependability is usually the first criterion to be assessed. Cronbach's alpha is a conventional
internal consistency criterion that provides a reliability estimate based on the intercorrelations
of the observed indicator variables. Cronbach's alpha is based on the assumption that all
indicators are equally reliable (i.e., all the indicators have equal outer loadings on the
construct). Cronbach Alpha exceeds the 0.7 thresholds, as shown in Figure 3, demonstrating
internal consistency reliability [36].
Figure 3: Cronbach Alpha overcome the threshold of 0.7, which is proving internal consistency
reliability (Hair, et.al., 2014)
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Figure 4: Composite Reliability
Regarding Composite Reliability, as has shown in Figures 4. all constructs meet the required
benchmark which is exceeded the suggested 0.70 benchmarks [46].
By empirical standards, discriminant validity refers to how distinct a construct is from other
constructs. As a result, establishing a construct implies that it is unique and captures
phenomena not captured by other constructs in the model. There have been two proposed
measures of discriminant validity (Figure 5).
Fornell-Larcker Criteria (Table 2), compares the square root of the AVE values with the latent
variable correlations. Precisely, the square root of the contract is greater than it’s the highest
correlation, hence, we assume that a construct is unique and captures the phenomena which is
not representing by other constructs in the model.
Fornell-Larcker Criterion
Table 3 discriminant validity Fornell-Larcker Criterion
Attractivenes
s
Expertise Product
Match- up
Purchase
Intention
Trustworthiness
Attractiveness 0.948
Expertise 0.194 0.940
Product Match- up
0.364 0.365 0.941
Purchase
Intention
0.495 0.539 0.523 0.925
Trustworthines
s
0.147 0.553 0.312 0.384 0.950
The results of the structural model can be used to establish how well the empirical data
supports the theory/concept and, as a result, whether or not the theory/concept has been
empirically confirmed. The structural model's important outputs (i.e., path coefficients and R2
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Shadah, M. A. H., & Vorobyova, K. (2021). Social Media Influencers Source Credibility and Product Fit Impact on Customers Purchasing Intentions,
Under the Moderating Effect of Gender, Malaysian Context. Archives of Business Research, 9(8). 108-124.
URL: http://dx.doi.org/10.14738/abr.98.10645
values) are analysed first for this purpose. To determine how well the total regression model
fits the study hypotheses, the coefficient of determination is the most often applied metric for
assessing structural models (R-value). This is can be achieved by, firstly, examining the adjusted
R squared (R2) to examine the percentage of the total variance of the dependent variables
explained by the regression model. Whereas R2 tells us how much variation in the dependent
variable is estimated for by the regression model, the adjusted value tells us how much variance
in the dependent variable would be accounted for if the model had been derived from the
population from which the sample was taken. Specifically, it shows the goodness of fit of the
model to the population taking into account the sample size and the number of predictors
applied. Results over the cut-offs of 0.67, 0.33, and 0.19 are described as "substantial,"
"moderate," and "weak," respectively, in [32]. The R-square would be considered moderate in
strength or influence in this case. What is “high” is, however, relevant to the field: a number
of.25 would be called “high” if the state of the art in the given subject and field has previously
led to even lower values.
Figure 5: R-value and R2
Moderating effect
Since the moderator variable was not continuous, the moderating effect was determined based
on group comparisons by multi-group analysis (MGA). The permutation approach was adopted
as the analysis did not meet the prerequisite of distributional presumption [37]. [38] proposed
that a permutation test was appropriate to determine the effects of categorical variables in the
relationship between exogenous and endogenous constructs. Moreover, dichotomisation was a
common technique used when the moderating variables were divided into two value
categories. The level of education had to be transformed into a categorical variable, while no
R
Square
R Square
Adjusted
Purchase
Intention 0.507 0.497
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further refinement was required for gender [39] The dichotomisation process was executed
using SmartPLS Multigroup Analysis (MGA).
Table 4 multi-group analysis (MGA)
PLS-MGA
Path Coefficients-diff
(Male - Female)
p-Value original 1-tailed
(Male vs Female)
p-Value new (Male
vs Female)
Attractiveness ->
Purchase Intention -0.130 0.872 0.257
Expertise -> Purchase
Intention 0.200 0.072 0.144
Product Match- up ->
Purchase Intention 0.157 0.130 0.261
Trustworthiness ->
Purchase Intention -0.276 0.985 0.029
Based on Table 3, consumer’s gender did not moderate the relationship between social media
infancies source credibility and purchasing intention. Although gender was not a significant
moderator, the comparison between the four components of source credibility revealed that
gender only moderated the relationship between Trustworthiness and purchasing intentions
with a significant difference of a 0.029 level. Thus, the hypotheses (e.g., H5), (e.g., H6) and (e.g.,
H8) are rejected. Hypothesis (e.g., H7) is accepted (p< 0.05).
Original
Sample
Sample Mean STDEV T Statistic P Value
AT-PI 0.325 0.323 0.056 5.764 0.000
EX-PI 0.347 0.348 0.063 5.522 0.000
PRM-PI 0.260 0.259 0.067 3.911 0.000
TRW-PI 0.061 0.061 0.066 0.929 0.353
Hypotheses testing. Table 5.
Regarding hypotheses testing the table 4 has shown that there is not significant relationship
between trustworthy and customers purchase intention, thus, Hypothesis (e.g., H1) is rejected
(T=0.929, p>0.05). Hypothesis (e.g., H2) that attractiveness has a significant impact on
customers purchase intention is accepted with significance level p <0.05; T=5.764). Hypothesis
(e.g., H3) that is stated product match-up has a significant relationship with consumer purchase
intention is accepted (p<0.05; T=3.911). The next hypothesis (e.g., H4) is accepted as well
(p<0.05; T=5.522), we can state that expertise has a significant relationship with consumer
purchase intention.
Managerial Application
This study added to academic knowledge as well as managerial implications on the topic of
social media influencers, who are seen as a key component of marketing in the future. The
researcher adopted the source credibility theory and match-up hypotheses from the marketing
sector to increase the knowledge of the relationship between the effectiveness of social media
influencers and consumer purchase intention in this study.
Page 14 of 17
121
Shadah, M. A. H., & Vorobyova, K. (2021). Social Media Influencers Source Credibility and Product Fit Impact on Customers Purchasing Intentions,
Under the Moderating Effect of Gender, Malaysian Context. Archives of Business Research, 9(8). 108-124.
URL: http://dx.doi.org/10.14738/abr.98.10645
The study contributed to the body of knowledge of digital endorsement by investigating social
media influencers' source credibility under the moderating effect of gender in Malaysia, as
suggested by previous researchers [40].
This study provides an answer to a question that was not answered in previous studies: Dos all
source credibility dimensions attractiveness, trustworthiness, expertise, including the match- up hypotheses, explain the influential impact on customers purchasing intentions under the
moderating effect of gender? The results of the quantitative analysis showed that source
credibility dimensions: attractiveness, expertise, and product match-up have an influential
impact on consumers purchasing intentions except for trustworthiness, which is conflicting
with previous studies' findings that showed trustworthiness has an influential impact on
purchasing intentions. The study also revealed that gender did not have a moderating effect on
social media influencers' source credibility except for trustworthiness. in other words, this
study showed that social media influencers' source credibility can drive positive consumers’
purchasing intentions. On the other hand, this paper did not support the path between
trustworthiness impact toward purchasing intentions as shown by [41] and endorsement
scholars in the set of celebrity endorsers [42] [43]
From a managerial point of view, the findings of this study generate new insights for businesses
willing to develop an Influencer Marketing strategy understanding, this is essential for
improving marketing strategies and establishing personal relationships. As a result, knowing
an influencer's perceived credibility is critical to develop new communication methods that
meet the audience.
LIMITATION AND FUTURE DIRECTION
This thesis demonstrates the utility of the findings and exposes a substantial advancement in
the research on the relationship between customers and their perceived credibility of social
media influencers, as well as the impact on purchase intention. There are, however, some
limitations. The sampling method, which uses a non-probabilistic convenience sample, is a key
weakness of this study, as it cannot be considered a representative sample of the community
[44]. However, the possibility of a larger and more diversified sample could increase the
reliability of the results. Also, as this study is quantitative, a more qualitative component could
improve its viability on a qualitative approach, strictly speaking, using focus group discussions
and interviews with marketers or brand managers who want to use social media and its
influencers as a platform to engage customers with their brands; a finer understanding of this
topic would be possible. Although, in this study, the dimensions employed to measure the
impact on purchase intention were customers' perceived credibility of an Influencer,
particularly its perceived attractiveness, trustworthiness, expertise, and product match-up. As
a result, it would be great if future academics investigated what motivates social media users
to interact with influencers on social media and then applied their findings to other popular
social media platforms like Facebook or blogs. Exploring this degree of information would be
an excellent addition for marketers. Finally, determining how consumers perceive influencers'
credibility and its impact on purchase intent is critical for marketers building strategies on the
Social network. Through identifying the differences between female and male Social media,
marketers can more efficiently customize marketing strategies for the target they are
addressing.
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Services for Science and Education – United Kingdom
CONCLUSION
This paper contributes to the model studying the effect of social media influencer source
credibility on consumers purchasing intentions and the moderating effect of gender. This
research also introduces variable scales to the model, which is substantially suitable for
Malaysian marketing scholars and applications. The authors emphasize the imperative value of
influencer credibility from the results of influencer marketing effects on customer purchasing
intentions. Also, it has a beneficial impact on influencer marketing to generate good content and
to choose a suitable influencer for the product. Furthermore, research results indicate that
businesses, communications, and marketers can gain insights into the impacts of influencers on
customer purchasing intentions to build marketing strategies that suit consuming patterns and
effectively leverage influencer marketing. Also, the advancement of influencer marketing would
help save more advertisement and promotional expenses than conventional marketing
activities, thereby maximizing the benefit of the business. Also, this paper gave practitioners an
overview of which of the Source-Credibility Model criteria apply to influencers and their power.
ACKNOWLEDGMENTS
Thank you so much for your contributions and support to this study,this research would not
have been possible without the Limkokwing University of Creative Technology's opportunity
and the post-graduate center's resources.
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