Public perception on lesbian, gay, bisexual and transsexual instafamous credibility in promoting products on Instagram / Jeffica D. Tudol, Ahlam Abdul Aziz and Shazleen Mohamed

D. Tudol, Jeffica and Abdul Aziz, Ahlam and Mohamed, Shazleen (2022) Public perception on lesbian, gay, bisexual and transsexual instafamous credibility in promoting products on Instagram / Jeffica D. Tudol, Ahlam Abdul Aziz and Shazleen Mohamed. Journal of Media and Information Warfare (JMIW), 15 (1): 13. pp. 32-44. ISSN 1985-563X

Abstract

The increased use of social media among consumers is giving marketers more attention to promoting their products by social media channels. On Instagram, individuals who have many followers are called “Instafamous” and in Malaysia, one of the groups that have many followers on Instagram is the LGBT community. For the marketer, LGBT Instafamous can be used as an opportunity for the branding of their brands or products because they need a marketing that can be carried out in a short time without spend too many expenses. Therefore, the main purpose of this research paper is to understand public perception about the credibility of LGBT Instafamous in promoting products on Instagram. The objectives of the research are (i) to identify level of public perception towards LGBT instafamous on Instagram, (ii) to identify level of credibility of LGBT instafamous in promoting products and (iii) to determine the relationship between public perception and credibility of LGBT instafamous in promoting products on Instagram. Quantitative design has been applied to this research with purposive sampling as a research methodology. To conduct this research, an online survey consisted 30 questions with a 5-point Likert Scale Response was distributed only to Instagram user between 28-54 years old. From the result, we can see that the level of perception is in a moderate level but high in a level of credibility and there is a strong relationship between the public perception and the credibility of the LGBT Instafamous in reviewing brand or products on Instagram.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
D. Tudol, Jeffica
UNSPECIFIED
Abdul Aziz, Ahlam
ahlam@uitm.edu.my
Mohamed, Shazleen
UNSPECIFIED
Subjects: H Social Sciences > HB Economic Theory. Demography > Value. Utility. Value added
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Communication and Media Studies
Journal or Publication Title: Journal of Media and Information Warfare (JMIW)
UiTM Journal Collections: UiTM Journal > Journal of Media and Information Warfare (JMIW)
ISSN: 1985-563X
Volume: 15
Number: 1
Page Range: pp. 32-44
Keywords: Public perception, LGBT, product review
Date: January 2022
URI: https://ir.uitm.edu.my/id/eprint/58290
Edit Item
Edit Item

Download

[thumbnail of 58290.pdf] Text
58290.pdf

Download (210kB)

ID Number

58290

Indexing

Statistic

Statistic details