Source credibility among Maltese millennials : athleisure products

Abstract

Social media platforms are increasingly being used to promote brands and goods, especially among millennials. Marketers now have a wider presence than ever before thanks to social media sites. Social networking is now a common forum for searching and purchasing items online. Marketers are combining traditional and modern campaign strategies; brand endorsers which have been used for many years, have proven to have an effect on customers. People will follow their favourite endorsers on social media platforms such as Instagram, Facebook, and TikTok. This research investigates Maltese millennial’s attitude and opinion towards Athleisure products advertisement and brand endorsers. It also focuses on understanding the credibility that the medium transmitting these advertisements has. Determining the effect that these constructs have on the purchasing intent of Maltese millennials is key. The thesis employs a quantitative approach to accomplish this aim. An examination of the data gathered from the 208 survey participants reveals that all of the hypotheses proposed in this study are acknowledged. This is evident through the data analysis chapter where the researcher has determined that the attitude, opinion and credibility of Maltese millennials towards Athleisure products advertisements, brand endorsers and the medium transmitting these adverts all have an effect on their purchasing decision. According to the findings of this study, Maltese marketers have the opportunity to use endorsers to promote their brands through social media platforms.