The impact of social media influencers on consumer purchase intention in conservative societies
Keywords:
Conservative Societies, Consumer Purchase Intention, Culture, Social Media Influencers, TechnologyAbstract
This research examines the impact of social media influencers (SMIs) on consumer purchase intention in conservative societies amidst the backdrop of culture and technology. With the rapid entrenchment of social media in social networks, a new trend known as social commerce has emerged. Online social platforms such as Facebook, YouTube, and Instagram have become leading online destinations. SMIs play a crucial role in online advertising, sharing relevant and entertaining content about products or brands with their followers. In conservative societies like Brunei, Malaysia, and Indonesia, where social conservatism prevails, SMIs act as moral leaders and advocates for social change. This research explores how SMIs foster intimacy and interconnectedness, promote neoliberal individualism, and create personalized spaces free from regulatory oversight on social media platforms. The findings provide valuable insights into the role of SMIs in shaping consumer purchase intention in conservative societies.
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