*Mohamad-Noor Salehhuddin Sharipudin, Noor Aziah Abdullah, Kai Wan Foo, Nurzihan Hassim, Zsuzsanna Tóth, Tak Jie Chan

Abstract:

The implications of social media influencers (SMI) are more important than ever, specifically considering online purchasing has become a trend, more so as a result of the COVID-19 pandemic. In this respect, brands must employ social media influencers to attract customers, and who needs be more creative than traditional advertisers in generating purchase intent. In this context, our study employed the TEARS model (i.e. trustworthiness, expertise, attractiveness, respect, similarity) and the social influence theory to understand the predictors of consumer purchase intention. Our study aimed to examine: (1) the characteristics of social media influencers (i.e. trustworthiness, expertise, attractiveness, respect, similarity) as predictors of intention to purchase, and (2) the relationship between social influence and purchase intention among Gen Z. A total of 605 useable responses
were collected. The study findings suggest that the four dimensions of the TEARS Model were established as predictors for purchase intention among Gen Z consumers with the exception of “Respect”

Keywords: Social media influencer (SMI), TEARS model, social influence, purchase intention, Gen Z