The new celebrities AKA INFLUENCERS SERINE CHOUABI

The use of social media has resulted in a group of ordinary people who actively share their lives and experiences on a platform. When this group of people received an increasing number of "likes" from the audience, they were dubbed "Internet celebrities." Internet celebrities with a large following have created an opportunity for business people to engage them in product promotion and sales. Despite the growth of social media and the use of social media by businesspeople, few studies on internet celebrities influence purchase intentions among Malaysian customers. As a result, the problem statement of this study is to investigate the characteristics affecting internet celebrities that will influence consumer purchase intentions. The research was conducted by gathering feedback from 200 Generation Y respondents. The data is gathered using an online questionnaire with 5-Likert rating scales. The information was collected using convenient sampling techniques. According to the study's findings, source credibility and video characteristics are the most important factors influencing purchase intention; however, physical attractiveness and interactivity do not affect purchase intention. This gives marketers an insightful thought to request more high-quality videos from internet celebrities to attract viewer attention. In terms of source credibility, marketers must seek out Internet celebrities with a more credible image to sell the company's products. The study went into great detail about the reasons for the rejected hypotheses. This study's research findings provide marketers and academics with insightful ideas on how Internet celebrities can influence the purchase intentions of Generation Y today.

Refrences:

Social Media, a Trove of Clues and ... - The New York Times. https://www.nytimes.com/2014/02/16/sunday-review/social-media-a-trove-of-clues-and-confessions.html

https://digital-business-lab.com/2021/09/%E2%91%A1-social-media-penetration-in-malaysia-research/