Examining the impact of celebrity endorsement on student’s purchase intention of smartphone / Zarith Delaila Abd Aziz and Zarith Thuraya Abd Aziz

Consumers in Malaysia have witnessed the use of smartphone expand dramatically and companies hire celebrity as their brand endorser to promote the smartphones. Substantial dollars has been spent on celebrity endorsement as marketing tactics. Hence, it is importance to understand it success. The objectives of this study is to examine the extent at which university students have been impacted by celebrity endorsements on their purchase intention for smartphones. Quantitative method and survey were used to captured 119 data from respondents. The results revealed that celebrity attractiveness has the greatest impact on the purchase intention of smartphones meanwhile celebrity trustworthiness shows the lowest impact on students. The results of this study provides an exclusive viewpoint concerning students’ purchase intention on smartphones and assists the marketing practitioners to better understand the use of celebrity endorsemen

Los efectos de los endosos de celebridades hacia la intención de compra entre los Millennials de Malasia

This paper also proposed to conceptualize the proposed framework. The results of this study will offer some valuable insights for marketing and advertising practitioners especially for local small-medium enterprises (SME’s) in Malaysia in regard to the benefits gained with the use of celebrities as endorsers. Furthermore, the study is expected to provide a better understanding on how celebrity may or may not trigger millennials’ interest in the products use and thus provide opportunities for practitioners to regulate marketing initiatives in their advertising strategiesEste documento también propone conceptualizar el marco propuesto. Los resultados de este estudio ofrecerán algunas ideas valiosas para los profesionales de mercadotecnia y publicidad, especialmente para las pequeñas y medianas empresas (PYMES) locales en Malasia, en relación con los beneficios obtenidos con el uso de celebridades como patrocinadores. Además, se espera que el estudio proporcione una mejor comprensión de cómo la celebridad puede o no desencadenar el interés de los millennials en el uso de los productos y, por lo tanto, brinda oportunidades para que los profesionales regulen las iniciativas de marketing en sus estrategias publicitarias

The impact of celebrity endorsement on millennials’ purchase intention towards local health and beauty product / Zarith Delaila Abd Aziz, Muhammad Khalil Omar and Shahira Ariffin

The growth in the local beauty and health products in Malaysia have surged rapidly, so does the trend in using celebrity endorsements making this study is crucial to help determine its success due to the large investment involved. Therefore, the objective of this study is to examines the extent at which millennials has been impacted by celebrity endorsement on their purchase intention for local health and beauty products. Quantitative method has been used and 313 data were collected among millennials in Selangor, Malaysia. The result of the study revealed that celebrity attractiveness has a high impact on respondents in developing their purchase intention for local and health beauty products. Meanwhile celebrity credibility shows the moderate impact on millennials. The result of this study offer valuable insight for marketing practitioner in regards to the use of celebrity as endorsers that may or may not trigger millennial’s in the product use

Empowering Entrepreneurial Ecosystem: A Conceptual Paper on Exploring the Impact of Government Support on SMEs in Malaysia

SMEs continue to be a backbone for the development and growth of the economy in countries around the world.  The success of SMEs depends on the effectiveness of EEs. One of the components of EEs that may contribute to the success of SMEs is government support. This paper proposes a conceptualization of the impact of government support (EE component), particularly on financial support and business support for SMEs in Selangor, Malaysia. This conceptual research provides important suggestions for researchers to assess the impact of government support on SME’s business performance and also offers valuable insight for policymakers and other stakeholders to effectively design the initiatives that could enhance the growth and development of SMEs

Factors influencing cyberbullying behavior among Malaysian tertiary students / Nor Azian Abdul Rahman …[et al.]

Cyberbully is an evolvement from traditional and physical bully to bullying through internet. The advancement of internet and social media has provided a new platform through which children, adolescents, and young adults to explore the virtual world and exposes them to be involved in cyberbully as a target or an aggressor. Past studies have demonstrated that cyberbullying behaviour has adverse physical and mental health consequences for individuals. However, study on cyberbully behaviour in the context of Malaysia is still limited. In fact, tertiary students remain an understudied population regarding cyberbullying. Thus, the aim of this study is to determine the relationship between netiquette, loneliness and emotional availability of parents and cyberbullying behaviour. Data was collected from tertiary students from a public university in Malaysia using survey questionnaires. Based on the findings, it was found that only netiquette was found to have negative significant relationship with cyberbullying behaviour. This study is significant to the Ministry Higher Education, institutions of higher learning education and community on identifying the factors and subsequently creating awareness programs in dealing with cyberbullying behaviours

From Shelves to Screens: Conceptualizing Phygital Retailing in Supermarkets through the S-O-R Framework

This conceptual paper explores a hybrid approach to phygital retailing, which merges physical and digital shopping experiences to enhance customer engagement and satisfaction. As retail evolves alongside technology, retailers must understand the dynamics of physical encounters while leveraging innovations that connect online and offline experiences. Physical shopping offers unique value propositions, while phygital retailing highlights the role of digital sensing technologies and augmented reality in addressing limitations of online purchasing. These tools create immersive shopping experiences that replicate the appeal of in-person shopping while retaining digital convenience. By combining physical and digital elements, retailers can engage customers on multiple sensory levels, fostering deeper emotional connections and stronger purchase intentions. The Stimulus-Organism-Response (S-O-R) theory is proposed as the underpinning framework to explain how phygital retailing influences consumer responses, particularly purchase intention. The integration of technology and consumer experience also introduces new opportunities, as phygital retailing represents an innovative strategy for retailer-consumer interaction. Guided by positivism, this study suggests a quantitative approach as the most suitable method for testing the proposed model with empirical results. The findings will support researchers and managers in understanding how technology shapes consumer behavior in retail settings. In conclusion, phygital retailing is urged to redefine consumer experiences by merging the immediacy and tangibility of physical retail with the personalization and convenience of digital platforms. This fusion enables retailers to deliver engaging, memorable experiences that strengthen customer loyalty and satisfaction in an ever-evolving retail environment

Factors Affecting the Willingness to Purchase on TikTok Live Streaming Among Pensioners

TikTok live streaming popularity among pensioners has been gaining some momentum lately. During live streaming, TikTok has been drawing viewers using live videos, which are interactive and engaging with consumers in real time. It is well understood that the willingness to purchase on TikTok live streaming has been dominant among the younger generation. However, there has been a lack of understanding of the popular use of TikTok among pensioners who belong to a different generation. Therefore, this study aims to understand pensioners’ willingness to purchase on TikTok live streaming using the extended Theory of Planned Behaviour (TPB). The extended TPB factors that have been considered in this study are subjective norms, perceived behavioural control, attitude, and trust to break down relationships with willingness to purchase during TikTok live streaming. As Malaysia is entering an ageing population, this study is very much relevant to assist marketers in implementing right marketing strategies. The study intends to utilise self-administered online survey via Google Forms. Sampling techniques to use are convenience and snowball sampling techniques, and the target demographic is pensioners who are using the TikTok app. The statistical methods to apply are Structural Equation Modelling (SEM)-SmartPLS 4, and Statistical Package for the Social Sciences (SPSS).  The results of study would help marketers to develop targeted marketing strategies that resonate with unique characteristics and preferences of pensioners engaging with live stream platforms. At the same time, the study would help businesses to improve their outreach and effectiveness in turning viewer engagement into purchase decisions

Examining the Impact of Celebrity Endorsement on Student's Purchase Intention of Smartphone

Consumers in Malaysia have witnessed the use of  smartphone expand dramatically and companies hire celebrity as their brand endorser to promote the smartphones. Substantial dollars has been spent on celebrity endorsement as marketing tactics. Hence, it is importance to understand it success. The objectives of this study is to examine the extent at which university students have been impacted by celebrity endorsements on their purchase intention of smartphones. Quantitative method and survey were used to captured 119 data from respondents. The results revealed that celebrity attractiveness has the greatest impact on the purchase intention of smartphones meanwhile celebrity trustworthiness shows the lowest impact on students. The results of this study provides an exclusive viewpoint concerning students’ purchase intention on smartphones and assists marketing practitioners to better understand the use of celebrity endorsement.</jats:p

Does Consumers Attitude and Perceived Behavioral Control Impact the Purchase Intention of Halal Cosmetic Products?

Halal cosmetics industry is a fast growing sectors which reflects the recent rise of the Muslim population globally. The demand for halal cosmestic is projected to increase along with a considerable growth in socioeconomic status. Therefore, the purpose of this study is to explore the extent at which female students in one public university in Selangor has been impacted by attitude and perceived behavioral control on their purchase intention of halal cosmetic products. Survey methods and the purposive sampling were used to collect from 119 respondents.The result revealed that attitude has a high impact on female students in forming their purchase intention for halal cosmetic products. Meanwhile perceived behavioral control shows the lowest impact on respondents. The result of this study assists marketing expert and cosmetic manufacturers to design the best marketing initatives to understand the cues that give impact on consumer purchase intention.</jats:p

The Impact of Celebrity Endorsement on Millennials’ Purchase Intention towards Local Health and Beauty ProductThe Impact of Celebrity Endorsement on Millennials’ Purchase Intention towards Local Health and Beauty Product

The growth in the local beauty and health products in Malaysia have surged rapidly, so does the trend in using celebrity endorsements making this study is crucial to help determine its success due to the large investment involved. Therefore, the objective of this study is to examines the extent at which millennials has been impacted by celebrity endorsement on their purchase intention for local health and beauty products. Quantitative method has been used and 313 data were collected among millennials in Selangor, Malaysia. The result of the study revealed that celebrity attractiveness has a high impact on respondents in developing their purchase intention for local and health beauty products. Meanwhile celebrity credibility shows the moderate impact on millennials. The result of this study offer valuable insight for marketing practitioner in regards to the use of celebrity as endorsers that may or may not trigger millennial’s in the product use.</jats:p