Relationship of consumer behaviour in social media influences between perceived quality and brand awareness respectively towards brand image

Wong Chee Hoo (), Chong Shin Hau (), Visal Moosa (), Arasu Raman () and Muhammad Kamran Khan ()

Humanities and Social Sciences Letters, 2024, vol. 12, issue 2, 149-161

Abstract: This study aims to investigate how consumer behaviour in Malaysia is influenced by the characteristics of social media influencers who shape consumers' perceptions of drone quality and brand awareness. The research framework on brand recognition, brand loyalty and brand image were adopted from the previous literature. The Malaysian Gen-Z population with disposable income and who use social media are the target of this study. They were users of social media such as Facebook, Instagram, WhatsApp and email. Convenience sampling was used to deliver online surveys. A total of 230 samples were successfully collected. The findings indicate that brand awareness and perceived quality are positively and significantly impacted by social media influencers while brand image is positively and significantly impacted by perceived quality but not brand awareness. Perceived quality acts as a mediator between social media influencers and brand image. An analysis of prior research frameworks and studies was conducted to assess the relationship between drone brand image and influencers. Drone research has not been thoroughly investigated. Therefore, this will address some knowledge gaps. A thorough comprehension of the principles of perceived quality and brand awareness is necessary in order to better comprehend the role that social media influencers can play in marketing consumer drone brands.

Keywords: Brand awareness; Brand image; Consumer behaviour; Drone; Perceived quality; Social media influencer. (search for similar items in EconPapers)
Date: 2024
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