Page 432 - MARSIUM'21 COMP OF PAPER

■ 2.0 INTRODUCTION

The framework that will be employed in this investigation is provided in this chapter. This chapter also
covers the ideas and justifications behind influencer marketing, the characteristics of influencers, and the purchase
decision. Furthermore, the relationship between characteristics of influencers and purchase decision. With this
publication, an overview of related studies will also be provided.
So, for this marketing research as I mentioned before I have interviewed a company called Daughters of Malaya.
A bit about this company, Daughters of Malaya, established by Dayana Zul and her husband Rai Ahmad in January 2019,
began by offering three types of handcrafted cleaning balm: Charcoal, Makeup Melter, and Matcha.
As the demand for the goods rose, so did the size of the production. Daughters of Malaya has indeed been
relaunched to better identify its identity, philosophy, and principles a year later, in mid-2020. Daughters of Malaya strives
to give consumers with high-quality items they can rely on. It's also here to put an end to the recent uptick in fear-
mongering methods in the natural skincare and cosmetics industries. Natural beauty is very essential to Daughters of
Malaya.

2.1 INFLUENCER BACKGROUND

An “Influencer” is a person with a large social media follower who is sponsored by businesses to promote their
products to those followers, either in the form of free items and vacations, or in the form of a monetary payment per
promotional post (Landsverk, 2014). The goal is to convince followers to buy items they offer. Instagram, Facebook,
Snapchat, and YouTube are some of the most popular social media platforms for promoting. Because of their authority,
education, status, or connection with their audience, influencers have the power to influence others' purchasing decisions.
It's crucial to remember that these people aren't just marketing tools; they're social connection assets that businesses may
work with to accomplish their marketing goals. (Olenski, 2017).

Influencers are a right on time phenomena, and their partnership with marketing firms have skyrocketed over
the year (Kniš, 2017). Celebrities, industry insiders and political figures, bloggers or content providers, and micro-
influencers are the most common types of influencers. The majority of social influencer marketing nowadays takes
place on social media, mostly through micro-influencers and blogging. Influencers include industry professionals and
thought leaders (such as writers), who play a vital role for companies. Then there's the world of celebrities. They were
the first influencers, and their prominence as influencers has diminished, but they still have a part to perform. Bloggers
and Instagrammers (often micro-bloggers) have by far the most real and active interactions with their followers. This is
increasingly being recognized and encouraged by brands (Geyser, 2021)

2.2 CONTENT QUALITY

In terms of marketing, content quality refers to a strategic marketing approach that focuses on generating and
delivering useful, relevant, and consistent information in order to attract and keep a specified audience — and, eventually,
to generate lucrative customer action (Insider, n.d.) All the paid creators are supposed to create a content on how should
they promote the sponsored product.
To promote, advertise, and even engage on Instagram, we must first understand our market and product. We
cannot go into our approach blindly, therefore start by asking questions that identify us and our intended audience. These
questions may include: What aspects of our brand do our customers enjoy the most? Who are we aiming for in the end?
How do rivals use Instagram to their advantage? and what marketing techniques have shown to be successful in the past?
(Arens, 2019).
Content quality also means a good content produced by influencers or bloggers to promote the product
sponsored by a specific company.

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

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