The Effect of Influencer Marketing on Consumer’s Purchase Intention in Malaysia

Abstract

Influencer marketing has emerged as a dominant force in shaping consumer behavior in Malaysia's e-commerce sector. This study investigates the effects of influencer type, brand familiarity, sponsorship disclosure, expertise, and trustworthiness on consumers’ purchase intentions, addressing key gaps in the literature. Data were collected from 354 respondents through a structured questionnaire and analyzed using SPSS and SmartPLS to ensure robust statistical insights.  The results revealed that micro-celebrities have a significantly stronger positive influence on purchase intentions compared to traditional celebrities. Among the key factors, trustworthiness, sponsorship disclosure, and influencer type emerged as significant predictors of purchase intentions, highlighting the importance of authenticity, transparency, and relatability in influencer marketing. Conversely, brand familiarity and expertise, while correlated with purchase intention, did not show significant predictive power in the structural model, suggesting their effects are context-dependent. These findings provide valuable insights for marketers in designing influencer strategies, emphasizing the need to prioritize relatable and trustworthy influencers while ensuring transparency in promotional practices. The study concludes with recommendations for future research, including exploring industry-specific contexts, examining longitudinal effects, and incorporating qualitative methods to enrich understanding of influencer marketing's role in consumer decision-making. This research contributes to a deeper understanding of digital marketing dynamics in Malaysia's evolving marketplace.