Social media marketing strategy has decomposed the basic assumptions of the well accepted theories in the consumer behaviour studies on purchase intentions like the theory of reasoned action and theory of planned behaviour. Any planned decision to purchase by consumers may not end in the actual execution of that intention. Millennial consumers’ intentions to purchase are easily swayed by the communication narratives used by social media influencers (SMIs) to promote specific brands and services. Social media platforms offer multidirectional communication patterns and multidimensional transmissions of information, facilitating consumer engagement in brand-related electronic word-of-mouth (eWOM). Businesses, especially owned by millennial entrepreneurs, are increasingly engaging the services of SMIs to connect with the consumers as a strategy to achieve entrepreneurial sustainability. While literature on social media influencer and consumer purchase intention is aplenty, studies from the perspectives of millennial entrepreneurs are still not given due attention. This study applies the decomposed theory of planned behaviour to rationalise the adoption of SMI marketing strategy by millennial entrepreneurs. This study adopts a qualitative methodology approach. Data was collected using semi-structured interviews participated by seven business owners who engage mega SMIs, celebrity endorsers and macro influencers to promote their brands. The outcome of the study is the development of a quantitative model from specified theoretical lens.
Wan Fadzilah Wan Yusoff, Putra Business School, Malaysia
Raja Rizal Iskandar Raja Hisham, Universiti Utara Malaysia, Malaysia
Abu Bakar Sade, Putra Business School, Malaysia
Sazali Abd Wahab, Putra Bsiness School, Malaysia
About the Presenter(s)
Professor Wan Fadzilah Wan Yusoff is a University Professor/Principal Lecturer at Putra Business School in Malaysia
See this presentation on the full schedule – Sunday Schedule