Communication in the 21st Century: The Effect of internet celebrity as the communication source in influencing generation Z purchase intention

The current corporate landscape is characterized by fierce rivalry, prompting marketers to actively seek strategies to effectively differentiate themselves amidst the abundance of information in the digital realm. One current marketing strategy involves the engagement of online influencers, also known as Internet celebrities, to effectively disseminate information and encourage the intended consumer base to purchase the items offered by their respective companies. In the modern day, it has been customary for individuals who have gained fame through online platforms to create video content with the intention of engaging and influencing their audience on various social media platforms. This practice has now become a norm. Hence, the primary objective of this research is to examine the impact of Internet celebrity on consumer purchase intention, with a specific focus on the Generation Z demographic. The study involved the recruitment of 200 participants from the Generation Z demographic. Data was collected using an online questionnaire that employed 5-point Likert rating scales. The research was conducted by gathering feedback from a sample of 200 respondents belonging to Generation Z. Data collection was conducted through the utilisation of an online questionnaire using 5-Likert rating scales. The findings of the study revealed a significant correlation between credibility and meaning transfer and their impact on purchase intention. The research findings of this study provide marketers and scholars with valuable insights into the ways in which Internet superstars might employ persuasive messaging to impact the purchasing intentions of Generation Z

Do travel images affect international students’ on-site academic value? New evidence from the Malaysia’s ‘higher edutourism’ destination

While previous studies have merely focused on travel destination image (TDI) with respect to influencing international students’ decision-making for academic destinations (i.e. the pre-experience stage), research on TDI relating to students’ on-site educational experiences and future behavioural intentions remain scant. This study introduces the ‘higher edutourism’ concept as a key enabler from the higher education market in attracting international students for the tourism industry. This study attempts to extend the TDI paradigm by empirically examining cognitive, affective and conative TDIs from a multidimensional perspective and its effects on overall perceived value, while also testing the indirect effects of TDIs. A total of 515 questionnaires were analysed using structural equation modelling. The results confirmed that cognitive TDI would positively impact affective TDI, perceived value and subsequently, conative TDI. Theoretical and practical implications for policymakers, higher education administrators and tourism marketers are also discussed

Will International Students Be Loyal To Higher Education Or Tourism Sector? A Destination Image & Value Approach

Most research in higher education hasexamined the academic factors that influence international students" choices of selecting a destination to study overseas (pre-purchase behaviour). Studies on how non-academic factors affect current academic value, and future behavioural intention (post-purchase behaviour) remains scant despite its importance. This conceptual paper closes the research gap by introducing a research model to determine the influence of cognitive and affective travel destination image (TDI) on international students" academic value and future tourism intention. This study could be a useful, informative tool for the host country, higher education administrators, and tourism marketers to rebrand their marketing efforts and develop strategies to woo current and future international students

Empirical Study on Intention to Use of Touch'n Go e-Wallet among Millennial in Malaysia during Covid-19 Endemic

The Covid-19 epidemic has wreaked havoc on the global economy indeed, Malaysia was unavoidable from this. Nevertheless, this has created a new transformation and renovation for the FinTech industry to develop tremendously. The users of digital wallets are anticipated to grow and hastened the shift from physical payment to digital payment. Touch' n Go e-wallet is one of the FinTech innovation platforms that growing quickest rate ever in Malaysia's emerging market, owing to the upward demand for contactless payments throughout Southeast Asia due to the epidemic. The adoption of digital wallets only grew extensively during the Covid-19 pandemic periods in Malaysia. Hence, the main purpose of this study is to determine the predictors that influence the intention to use Touch' n Go e-wallet among Millennial in Malaysia, particularly during the Covid-19 endemic. This study has proposed to extend the TAM model (perceived usefulness, perceived ease of use) with perceived risk and satisfaction predictors. A sample of a total of 150 millennial in Malaysia who use Touch' n Go e-wallet to participate in the survey. Millennial account for approximately one-third of Malaysia's population and roughly 50 percent of the labour force in Malaysia. The hypotheses were further carried out by employing the ordinary least squares regression analysis. The findings revealed that among Malaysia's millennials, perceived ease of use and consumers satisfaction have a substantial impact on their desire to use Touch' n Go e-wallets app. In order to increase the usage rates of digital payments transaction, the digital wallet service providers in Malaysia must focus on the usability and potential risks that might occur during the transactions are held. More so, a good customer experience will lead to a satisfactory level in using the e- wallet of Touch' n Go. This empirical study provides a model for government to stimulate and foster digital payment in the coming years

Communication in the 21st Century: The Effect of Internet Celebrity as the Communication Source in Influencing Generation Z Purchase Intention

The current corporate landscape is characterized by fierce rivalry, prompting marketers to actively seek strategies to effectively differentiate themselves amidst the abundance of information in the digital realm. One current marketing strategy involves the engagement of online influencers, also known as Internet celebrities, to effectively disseminate information and encourage the intended consumer base to purchase the items offered by their respective companies. In the modern day, it has been customary for individuals who have gained fame through online platforms to create video content with the intention of engaging and influencing their audience on various social media platforms. This practice has now become a norm. Hence, the primary objective of this research is to examine the impact of Internet celebrity on consumer purchase intention, with a specific focus on the Generation Z demographic. The study involved the recruitment of 200 participants from the Generation Z demographic. Data was collected using an online questionnaire that employed 5-point Likert rating scales. The research was conducted by gathering feedback from a sample of 200 respondents belonging to Generation Z. Data collection was conducted through the utilisation of an online questionnaire using 5-Likert rating scales. The findings of the study revealed a significant correlation between credibility and meaning transfer and their impact on purchase intention. The research findings of this study provide marketers and scholars with valuable insights into the ways in which Internet superstars might employ persuasive messaging to impact the purchasing intentions of Generation Z

Exploring the influence of hospitality on guest satisfaction in luxury hotel services

The aim of this study is to expound the influences of the five dimensions of hotel hospitality or HotHos as proposed by Ariffin & Maghzi (2012) on guest satisfaction in the context of luxury hotel experiences. This preliminary study involved the participation of 101 hotel guests from Malaysia and overseas and covered the five dimensions of hospitality, which are personalization, warm welcoming, special relationship, straight from the heart and comfort. The findings indicate that out of the five dimensions, only three dimensions, namely personalization, comfort and straight from the heart; predict guest satisfaction in a luxury hotel setting. The findings help luxury hotel managers to better understand how to increase their guest satisfaction within the context of hospitality

Does Self-Efficacy and Achievement Motivation Predict Entrepreneurial Intention Among Undergraduate Students?

Although entrepreneurial activities are necessary for social and economic development, and self-efficacy has historically been seen as the predictor of entrepreneurial intent, little is known about causal mechanisms behind entrepreneurial intent. The study intends to close this chasm by examining the role of motivation for success as an intermediary between self-efficacy and the entrepreneurial intentions of students. The data was collected from undergraduate students in Malaysia. The structural equation model was validated using SmartPLS software. As hypothesised, the relationship between selfefficacy and entrepreneurial intent was entirely mediated by an individual’s motivation to succeed.

Incorporating multidimensional images into cultural heritage destination: does it help to explain and analyse better?

The present study aims to examine and explain cultural heritage destination by applying multiple dimension image model (cognitive–affective–conative aspects). Design/methodology/approach A total of 233 international heritage-based tourists were surveyed on-site at some of the most prominent historical attractions in Malacca, one of the first cities in Malaysia declared as a UNESCO World Heritage Site. The covariance-based structural equation modelling was applied to examine the hypotheses. Findings The structural equation modelling validated that cognitive image aspects such as living culture, intangible and tangible are affected positively. The effects are statistically significant for conative and affective images. On the other hand, cognitive tangible image is an aspect that impacted affective image to a lesser degree than conative image. Whereas affective image attributes were found to have significant and positive influence on conative image. Originality/value This study enriches the limited empirical research study on heritage image conceptualisation by expanding into tri-component model. The destination image has garnered a great deal of attention, particularly due to its significant and impactful influence on the decision-making and the sustainable behaviour of tourists, and it has since become the subject of many studies in the tourism and hospitality literatures. But most research concerning heritage image for destinations has considered the construct uni-dimensionally