Author

  • Tamil Selvi Renganathan

    • Open Universiti Malaysia, Malaysia
    • Malaysia

  • Goi Mei Teh

    • Open Universiti Malaysia, Malaysia
    • Malaysia

Abstract

This study aims to examine the effect of social media influencers on fashion counterfeit purchase intention among the young generation. Social Media Influencer (SMI) has been a dominant marketing trend and businesses heavily invest in SMIs to carry out promotional activities. However, the dimensions of SMI have not been examined widely on fashion counterfeit purchase intention among the young generation. A total of six dimensions of SMI namely, inspiring, technical skills, enjoyability, similarity, informativeness and credibility were used for this study. Data was collected from 389 young generations via online techniques. The findings show that technical skills and informativeness significantly influence counterfeit purchase intention among the young generation. The findings of the study are useful for policymakers to control social media influencers.

Keywords

References

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Renganathan, T. S., & Teh, G. M. (2023). The Effect of Social Media Influencers on Fashion Counterfeit Purchase Intention among Young Generation. Information Management and Business Review, 15(2(I)SI), 128-143. https://doi.org/10.22610/imbr.v15i2(I)SI.3427

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Vol. 15 No. 2(I)SI (2023) Sustainable Competitive Advantages & Technological Advancements View issue contents

Published

2023-06-14

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