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  1. Yangon University of Economics
  2. Department of Commerce

The Effect of social media influencers on purchase intention in Cosmetics Products

http://hdl.handle.net/20.500.12678/0000007490
http://hdl.handle.net/20.500.12678/0000007490
4ce5f395-564e-4040-b288-ae4f68e4c477
0e8d151b-75b5-4c66-a44d-b118ddc163f3
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May May Thet Cho, M Com..pdf (788 KB)
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Title
Title The Effect of social media influencers on purchase intention in Cosmetics Products
Language en
Publication date 2020-12-01
Authors
May Thet Cho
Description
This study is aimed to analyze that whether influencers can affect consumers‟ intention to buy the cosmetics products. In this study, the independent variables are the characteristics of social media influencers and the dependent variable is purchase intention of cosmetics products. The required information was acquired by distribution of questionnaire to 413 female consumers through social media in Yangon. Descriptive statistics are used to identify female respondents' backgrounds and other facts. Not only primary data but also secondary data are applied in this research. As descriptive statistics, respondents accept that source credibility, physical attractiveness and product match up have an influence on consumers‟ intention to buy. And physical attractiveness is the lowest influential characteristic on the female consumers‟ intention to purchase. According to the results, this study discovered that source reliability and product match up have major effects on the intention of consumers to buy. The study concluded that product match up has the greatest impact on the female respondents‟ intention to buy. Marketers should carry out product campaign fit with social media influencer to attract consumers for purchasing their products.
Thesis/dissertations
Yangon University of Economics
Yee Yee Thein, Daw
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