The effect of social media influencer attributes towards pro-environmental intention

Siti Fatimah Lailatul Qadrina AWANG1*, Sharifah Nurafizah Syed ANNUAR2, Imelda Albert GISIP3
1 Arshad Ayub Graduate Business School
2,3 Faculty of Business and Management
Universiti Teknologi MARA Sabah Branch, Kota Kinabalu, Malaysia

*Corresponding author:
Siti Fatimah Lailatul Qadrina AWANG

Rezumat: The advertising preferences have changed, putting massive pressure on marketers to bring forward impactful advertising sources. In a previous study, the endorsers such as social media influencers were found to be the most effective strategy at this time. Relatively, the endorsers’ attributes, namely source credibility and source attractiveness, increase the advertisement’s success rate by influencing people’s attitudes and intentions. The millennial is reported as the most relevant generation to embrace the more substantial concern of interacting with social media, which is also seen as a generic group that emphasizes the environmental issue. According to Google’s report, the internet searches for ‘How to live a sustainable lifestyle’ have increased 4,550 per cent in the first quarter of 2020. This study is aimed to scrutinize the effect of social media influencer attributes towards attitude and pro-environmental intention. The data collection method was distributed using a purposive convenience sampling of 300 datasets and analyzed using IBM SPSS 25 and Smart PLS 3.0. The result of this study confirmed the attitude to mediate between exogenous and endogenous variables. An in-depth review of the implications, limitations, and future study are further discussed.

Cuvinte cheie: Social Media Influencer (SMI), Endorser Attributes, Pro-Environment, Source Credibility, Source Attractiveness, Malaysia.

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Siti Fatimah Lailatul Qadrina AWANG, Sharifah Nurafizah Syed ANNUAR, Imelda Albert GISIP, The effect of social media influencer attributes towards pro-environmental intention, Revista Română de Informatică şi Automatică (Romanian Journal of Information Technology and Automatic Control), ISSN 1220-1758, vol. 31(1), pp. 111-124, 2021.