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The Effect of Social Media Influencers on Fashion Counterfeit Purchase Intention among Young Generation

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  • Tamil Selvi Renganathan
  • Goi Mei Teh

Abstract

This study aims to examine the effect of social media influencers on fashion counterfeit purchase intention among the young generation. Social Media Influencer (SMI) has been a dominant marketing trend and businesses heavily invest in SMIs to carry out promotional activities. However, the dimensions of SMI have not been examined widely on fashion counterfeit purchase intention among the young generation. A total of six dimensions of SMI namely, inspiring, technical skills, enjoyability, similarity, informativeness and credibility were used for this study. Data was collected from 389 young generations via online techniques. The findings show that technical skills and informativeness significantly influence counterfeit purchase intention among the young generation. The findings of the study are useful for policymakers to control social media influencers.

Suggested Citation

  • Tamil Selvi Renganathan & Goi Mei Teh, 2023. "The Effect of Social Media Influencers on Fashion Counterfeit Purchase Intention among Young Generation," Information Management and Business Review, AMH International, vol. 15(2), pages 128-143.
    • Handle: RePEc:rnd:arimbr:v:15:y:2023:i:2:p:128-143
    DOI: 10.22610/imbr.v15i2(I)SI.3427
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    References listed on IDEAS

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    2. Song, Lei & Meng, Yan & Chang, Hua & Li, Wenjing & Tan (Frank), Kang, 2021. "How counterfeit dominance affects luxury fashion brand owners’ perceptions: A cross-cultural examination," Journal of Business Research, Elsevier, vol. 130(C), pages 1-13.
    3. Bian, Xuemei & Wang, Kai-Yu & Smith, Andrew & Yannopoulou, Natalia, 2016. "New insights into unethical counterfeit consumption," Journal of Business Research, Elsevier, vol. 69(10), pages 4249-4258.
    4. Ki, Chung-Wha (Chloe) & Cuevas, Leslie M. & Chong, Sze Man & Lim, Heejin, 2020. "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    5. Yushi Jiang & Luo Xiao & Tariq Jalees & Mishal Hasnain Naqvi & Syed Imran Zaman, 2018. "Moral and Ethical Antecedents of Attitude Toward Counterfeit Luxury Products: Evidence from Pakistan," Emerging Markets Finance and Trade, Taylor & Francis Journals, vol. 54(15), pages 3519-3538, December.
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