Social Media Influencer Marketing: A Game-Changer for Consumer Mobile Buying Decisions

The number of mobile shopping among online consumers has risen and shopping through mobile devices has become a common activity around the world. Nowadays, consumers are more relying on recommendations online, especially from social media influencers. Therefore, the product or brand presented by the social media influencers will directly impact the consumers buying decisions. The purpose of this research is to provide a better understanding of the impact of social media influencers on the consumer mobile buying decision in Malaysia. The factors that have been shown in this research include influencer interactivity, emotional attachment, brand trust, and product efficacy. In the overall research, there are a total of 255 respondents participated in the study. The findings exhibited that influencer interactivity, emotional attachment, and brand trust have a positive effect on consumer mobile buying decisions. On the other hand, influencer interactivity and product efficacy have negative effects. In short, this research will provide a clearer insight into the trend of e-commerce in society and the impact of social media influencers on consumers buying behaviours nowadays