Effect of Social Media Influencer, Brand Awareness and Perceived Quality towards Brand Image of Shopping Platforms in China

Social media influencers have become a critical part in brand awareness and brand image perception among many businesses today in China. In this study, social media influence, brand perceived quality and brand awareness, is correlated and studied in the variation of dependence. The study sampled uni...

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Bibliographic Details
Published in2024 IEEE 14th Symposium on Computer Applications & Industrial Electronics (ISCAIE) pp. 250 - 254
Main Authors Hoo, Wong Chee, Cheng, Aw Yoke, Qian, Xu, Mubaarique, Abdul Rahman, Yahaya, Yuhanim Hani
Format Conference Proceeding
LanguageEnglish
Published IEEE 24.05.2024
Subjects
Brand Awareness
Brand Image
China
Companies
Correlation
Industrial electronics
Perceived Quality
Production
Shopping Platforms
Social Media Influencer
Social networking (online)
Statistical analysis
Surveys
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Summary:Social media influencers have become a critical part in brand awareness and brand image perception among many businesses today in China. In this study, social media influence, brand perceived quality and brand awareness, is correlated and studied in the variation of dependence. The study sampled university students in the study with 432 samples successfully collected using online survey by convenience sampling. This "special" demographic group surrogates the same attributes and characteristics of the young consumers. The main shopping platforms chosen were JD, ALIBABA, SUNING and other major online shopping corporations in China. The study by Bilgin in 2018 was used as the grounding model. In this study, data was analysed using the social media influence and brand awareness and perceived quality towards brand image, in China. Quantitative analysis will be analyzed to assess the study. Correlation analyses was used to evaluate the hypotheses. Findings showed that social media influencer failed to influence brand awareness and perceived quality but the respective are significant influencing the brand image of shopping platforms in China.
ISSN:2836-4317
DOI:10.1109/ISCAIE61308.2024.10576252