Brand ambassadors and online influencers on the consumer’s purchase intentions in the social media landscape / Raja Izwan Sharuddin and Shahrel Nizar Baharom

In recent years, the emergence of social media has altered the way consumers interact with digital marketing on a global scale. It also deals with the effect of social media marketing and management on product and service reputation. The use of endorser marketing by online influencers and brand ambassadors in digital marketing has skyrocketed. The current study takes a preliminary approach to determine marketing endorsers on the TikTok site that influence consumer’s intentions. It provides an integrated credibility VisCAP Model that takes into account accessing advertising functions valued among endorsers that can influence consumers' purchase intentions, such as attractiveness, trustworthiness and expertise. Consequently, those are the three criteria to determine the validity of this research. As a consequence of this present research, a theoretical framework can anticipate the relationship between online influencers and brand ambassadors in social media scenarios. The proposed framework is supplemented with a basic guideline for other corporations, advertising agencies and industries for future understanding of endorsement marketing.