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The Influence of YouTube Influencer Attributes on Information Credibility and Purchase Intention in Malaysia: The Mediating Effect of Consumer Information Adoption

Gadjah Mada International Journal of Business (GamaIJB) · Vol. 28 No. 1 (2026) · pp. 47–73

DOI
10.22146/gamaijb.116340
ISSN
2338-7238, 1411-1128
Published
2026-02-09
Publisher
Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

Consumers are placing greater trust in influencers for information about products and services, appreciating the authenticity of their personal experiences. In Malaysia, women are particularly drawn to beauty influencers on YouTube, trusting their recommendations for cosmetic products. This study seeks to examine the impact of influencer characteristics on the perceived credibility of information and how this, in turn, shapes Malaysian women's adoption of information and purchasing decisions regarding cosmetics. Data were gathered through an online survey utilising purposive and snowball sampling techniques, resulting in 393 responses available for analysis. Structural Equation Modelling (SEM) was conducted utilising IBM SPSS AMOS version 24.0. Findings indicate that the individual traits of influencers significantly influence the credibility of the information they provide. Additionally, information credibility is shown to have a direct effect on both the adoption of information and consumers’ purchase intentions, with information adoption further directly influencing purchase intentions. The study highlights the critical importance of information credibility in connecting influencer attributes with consumers’ willingness to adopt information and make purchases, offering actionable insights for marketers aiming to maximise the effectiveness of social media influencer collaborations.

Keywords

Collaboration network of the authors

2 authors · 1 co-authorship link · 1 across different organisations

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  • i-CATS University College (i-CATS UC)
  • Universiti Teknologi MARA
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
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Metadata source: OAI-PMH (metadata jurnal) https://journal.ugm.ac.id/gamaijb/oai, first harvested 28 Okt 2026, last seen 28 Okt 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">The Influence of YouTube Influencer Attributes on Information Credibility and Purchase Intention in Malaysia: The Mediating Effect of Consumer Information Adoption</dc:title>
	<dc:creator>Nazer Mohamed, Nurashikin</dc:creator>
	<dc:creator>Jaafar, Norizan</dc:creator>
	<dc:subject xml:lang="en-US"></dc:subject>
	<dc:subject xml:lang="en-US">Influencer marketing, Information adoption, Information credibility, Purchase intention, YouTube</dc:subject>
	<dc:subject xml:lang="en-US">M3, M31</dc:subject>
	<dc:description xml:lang="en-US">Consumers are placing greater trust in influencers for information about products and services, appreciating the authenticity of their personal experiences. In Malaysia, women are particularly drawn to beauty influencers on YouTube, trusting their recommendations for cosmetic products. This study seeks to examine the impact of influencer characteristics on the perceived credibility of information and how this, in turn, shapes Malaysian women's adoption of information and purchasing decisions regarding cosmetics. Data were gathered through an online survey utilising purposive and snowball sampling techniques, resulting in 393 responses available for analysis. Structural Equation Modelling (SEM) was conducted utilising IBM SPSS AMOS version 24.0. Findings indicate that the individual traits of influencers significantly influence the credibility of the information they provide. Additionally, information credibility is shown to have a direct effect on both the adoption of information and consumers’ purchase intentions, with information adoption further directly influencing purchase intentions. The study highlights the critical importance of information credibility in connecting influencer attributes with consumers’ willingness to adopt information and make purchases, offering actionable insights for marketers aiming to maximise the effectiveness of social media influencer collaborations.</dc:description>
	<dc:publisher xml:lang="en-US">Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2026-02-09</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:identifier>https://journal.ugm.ac.id/gamaijb/article/view/116340</dc:identifier>
	<dc:identifier>10.22146/gamaijb.116340</dc:identifier>
	<dc:source xml:lang="en-US">Gadjah Mada International Journal of Business; Vol 28, No 1 (2026): January; 47-73</dc:source>
	<dc:source>2338-7238</dc:source>
	<dc:source>1411-1128</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.ugm.ac.id/gamaijb/article/view/116340/43465</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2026 Gadjah Mada International Journal of Business</dc:rights>
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