{"_buckets": {"deposit": "ea44fbf0-29d8-43ad-994f-93867b600241"}, "_deposit": {"created_by": 143, "id": "12947", "owner": "143", "owners": [143], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "12947"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00012947"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "THE EFFECT OF SOCIAL MEDIA INFLUENCER ON CONSUMER ATTITUDE AND PURCHASE INTENTION TOWARDS HEARTY HEART COSMETICS", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The purpose of this study is to identify the critical factors that mainly influence consumer awareness and purchase intention toward Hearty Heart cosmetic products through social media influencers. This study focuses on influencer characteristics, namely expertise, trustworthiness, attractiveness, and product match-up, and examines their effects on consumer attitude and purchase intention. Primary data were collected\nfrom consumers who have observed to Hearty Heart cosmetic products through social media influencers. A structured questionnaire using a seven-point Likert scale was used to gather data from the target respondents. The target population of the study consists of social media users who follow influencer content related to Hearty Heart cosmetic products. A total sample of 311 respondents was selected from a population of 36k followers using systematic random sampling to ensure representativeness and reduce sampling bias. The collected data were analyzed using factor analysis and multiple regression analysis. The study includes four independent variables expertise, trustworthiness, attractiveness, and product match-up and consumer attitude and purchase intention as the dependent variable. The empirical results indicate that all independent variables have a significant and positive influence on consumer attitude. Furthermore, consumer attitude has a significant positive effect on consumer attitudes and purchase intention. Based on the findings, it can be concluded that social media influencers play a crucial role in creating awareness and shaping consumer attitudes toward Hearty Heart cosmetic products. Influencer credibility and product match-up are key determinants that enhance consumer response and increase purchase intention. The study highlights that effective influencer marketing strategies can strengthen brand awareness and improve consumer purchasing behavior in the cosmetic industry"}]}, "item_1583103108160": {"attribute_name": "Keywords", "attribute_value_mlt": [{"interim": "Social Influence Theory"}, {"interim": "Theory of Planned Behavior"}, {"interim": "Expertise"}, {"interim": "Trustworthiness"}, {"interim": "Attractiveness"}, {"interim": "Product Match-up"}, {"interim": "Consumer Attitude"}, {"interim": "Purchase Intention"}, {"interim": "Social Media Influence"}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2026-07-10"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "2MMM-4.pdf", "filesize": [{"value": "1.6 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1600000.0, "url": {"url": "https://meral.edu.mm/record/12947/files/2MMM-4.pdf"}, "version_id": "320b55b5-4a11-4410-ace4-2d1a1d11def7"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "UNIVERSITY OF CO-OPERATIVE AND MANAGEMENT, SAGAING"}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "NGU WAH SAN"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Publication"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2026-04-01"}, "item_title": "THE EFFECT OF SOCIAL MEDIA INFLUENCER ON CONSUMER ATTITUDE AND PURCHASE INTENTION TOWARDS HEARTY HEART COSMETICS", "item_type_id": "21", "owner": "143", "path": ["1607960099348", "1608035585040"], "permalink_uri": "https://meral.edu.mm/records/12947", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2026-07-10"}, "publish_date": "2026-07-10", "publish_status": "0", "recid": "12947", "relation": {}, "relation_version_is_last": true, "title": ["THE EFFECT OF SOCIAL MEDIA INFLUENCER ON CONSUMER ATTITUDE AND PURCHASE INTENTION TOWARDS HEARTY HEART COSMETICS"], "weko_shared_id": -1}