Paper 1

Future research should investigate

their purchase behaviour whether they will go out
directly to buy the product at offline store or they
will continue surfing on internet to buy online. Also,
a different platform of social media may deliver dif
ferent impacts for different industries. For some
category product which targeting older consumer, it
is necessary to have further research. The older generation may have different behaviour on sourcing
information of certain products.

Paper 2

Firstly, it was to recognize the name of one of social media influencers specifically in order to learn
more about the influencers' characters, such as on improving the product's brand image. Since the
brand image was a part of brand equity, the research model could be expanded by researching more
about social media influencers with brand equity and purchase intention. Further researches were
also recommended to add other compatible variables and produce better results.

Paper 3

Future studies could extend the findings by manipulating both social media content types and
exploring the effects in a controlled, laboratory setting. Future studies could also include potential
mediating constructs suggested in the literature but not yet empirically validated on behavioural
outcomes, such as consumer online activities (i.e., COBRAs) (Schivinski et al., 2016), and further
explore specific brandrelated variables relevant to the fashion industry (e.g., brand image and brand
attitude) and other industries and sectors. Moreover, validating this model in various cultural
contexts is crucial, as there is evidence that consumer engagement and usage of social media
platforms differ across countries (Dessart and Pitardi, 2019) and cultures (Kitirattarkarn et al., 2019).
Additionally, examining the effect of social media brandrelated content in other contexts, such as
not-for-profit industries, universities, and federal institutions, could also be an important research
avenue given the importance of social media communication for various organisational types (e.g.,
Pizzuti et al., 2020; Quiroz Flores et al., 2021). Future research could use structural equation
modelling to replicate and extend findings from this research. To ensure statistical power, a larger
sample size would be preferred and preferably estimated using a Monte Carlo simulation (Muthén
and Curran, 1997). Furthermore, the examination of generational cohort effects on the interactive
effects between social media content, brand communication, and selfcongruity is also important,
given the important differences in values, attitudes, and behaviours across generations (Krishen et
al., 2016). Finally, future research may benefit from using time series data and longitudinal designs,
which can shed additional light on the effects of self-congruity and social media content
Paper 4

Future research can consider administering a fictitious brand or social media influencers to eliminate
the potential bias that could influence the respondents' questionnaire answers. Similarly,
communication can be added as another construct in the model, as Jaworski and Kohli (2006)
explained that communication is the first interaction between companies and consumers in the value
creation process. It is important for marketers to invest a substantial amount of time in conducting a
genuine and real-time dialogue with customers to promote their products. Tailored promotional
content ideally resonates well with the target audience, and can simultaneously lead to an increase
in the rate of reach.

Paper 5

First, this study did not restrict variables such as gender, age, education, and consumer residence.
Therefore, in the future, researchers can explore specific consumer groups, such as men, women,
students, the elderly, consumers with purchasing experience, etc., so as to have a deeper
understanding and explanation of the research situation. In addition, for the brand part, you can
select brands in a specific industry to compare differences, such as whether beauty brands and
information product brands will affect different levels of brand equity due to different social media
influencers.

Second, this study did not select a fixed social media influencer to conduct surveys on the public, but
answered the questionnaire with the people selected by the public. In the future, we can conduct
research on the candidates of fixed social media influencers, and compare how the differences in the
impressions of several fixed social media influencers affect brand equity. Therefore, we can further
explore the endorsement effect and influence mechanism of social media influencers.

Third, while increasing the number of samples, face-to-face interviews can be used to collect
research data, and qualitative research can be used to obtain results at different levels than
quantitative research, and can better explore the innermost thoughts of the public.

Cite

Nurhandayani, A., Syarief, R., & Najib, M. (2019). The impact of social media influencer and brand
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Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The effect of social media influencer on brand
image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2), 76-89.

Putri, F. E. V. S., & Tiarawati, M. (2021). The Effect of Social Media Influencer and Brand Image On
Online Purchase Intention During The Covid-19 Pandemic. Ilomata International Journal of
Management, 2(3), 163-171.

Majeed, M., Owusu-Ansah, M., & Ashmond, A. A. (2021). The influence of social media on purchase
intention: The mediating role of brand equity. Cogent Business & Management, 8(1), 1944008.
Kanwar, A., & Huang, Y. C. (2022). Exploring the impact of social media influencers on customers'
purchase intention: A sequential mediation model in Taiwan context. Entrepreneurial Business &
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Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s
credibility attributes on gen Z purchase intention with brand image as mediation: Study on consumers
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