Page 431 - MARSIUM'21 COMP OF PAPER

1.2 RESEARCH QUESTIONS

The research questions of this study are:

• What are the characteristics of content quality to influence Generation Y and Z purchase decision towards
influencers marketing?
• How does consistency of influencers' interactions in influencer marketing control the younger target markets?
• Are the good strategies could increase the brand awareness in promoting products or services in social media?

1.3 RESEARCH OBJECTIVES

The research objectives of this study are:
• To investigate the effectiveness of content quality to influence Generation Y and Z purchase decision
towards influencers marketing
• To identify the consistency of influencers' interactions in influencer marketing to influence younger
target markets
• To study the impact of good influencers strategy in promoting products or services in social media.

1.4 RESEARCH HYPOTHESIS

The research hypotheses will test the relationship between independent variables and dependent variables.
Figure 1 shows the framework of this research. The hypotheses of this research are listed below:

H1: There is a relationship between content quality and Generation Y and Z purchase decision.

H2: There is a relationship between consistency and Generation Y and Z purchase decision.

H3: There is a relationship between good strategy and Generation Y and Z purchase decision.

Figure 1

Figure 1 The theoretical framework relationship between influencers’ marketing and Generation Y and Z purchase
decision.

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