*Kavitha Balakrishnan, Ajitha Angusamy, Tarandeep Singh, Mohamed Nur Fitri Razak, Jayanty Kuppusamy

Abstract:

With the rise of social media, consumers are increasingly influenced by digital interactions and peer recommendations, shaping their purchasing decisions. The study examined the relationship between consumer purchase behaviour and electronic word-of-mouth, while also examining the strategic visual communication strategies used by social media influencers, with personal attractiveness acting as a mediator. People generally accept that communication involves frequent social interactions between a sender and a recipient. This study, using a quantitative approach and a total of 384 valid respondents, employed purposive sampling. The analysis was conducted using PROCESS Hayes, a statistical tool for mediation analysis, to assess the indirect effects between variables. The findings support all four alternative hypotheses and reveal a statistically significant relationship between electronic word-of-mouth and strategic visual communication in relation to consumer purchasing behaviour.

Keywords: Visual communication, influencers, electronic word-of-mouth, attractiveness, consumers, purchase intention