An Explanatory Study on Influencer Marketing Among People in Klang Valley: A Quantitative Study

This study examines the acceptance of influencer marketing among people in Klang Valley, Malaysia, focusing on the variables of influencer credibility, influencer content quality, and influencer online presence. By using data from 184 respondents analyzed via SPSS; the study found that influencer credibility significantly impacts the acceptance of influencer marketing among people in Klang Valley. In contrast, the influencer content quality and influencer online presence showed positive correlations but were not statistically significant in the acceptance of influencer marketing among people in Klang Valley. Research findings highlight the importance of credibility in the acceptance of influencer marketing among people in Klang Valley.