Congruency between an endorser and the product is vital to achieve excellent results. The match-up hypothesis explores the t between an endorser and the brand (Kamins 1990). Establishing an appropriate fit between an endorser and the brand may serve as a successful marketing strategy [Till and Busler 1998). A significant match-up relation often arises with emergence of a strong association between an endorser with the product [Misra and Beatty 1990). In other words, social media inuencers as the spokesperson for a brand must exhibit an appropriate match with the product features. An ideal match-up will result in positive attitude towards the endorsed brand [Kamins and Gupta 1994). Shimp (2008) stressed that a match-up between an endorser and the brand is the most fundamental goal in achieving consumers' purchase intention. Thus, a perfect match between social media inuencers and the product will signicantly strengthen the advertising results. Therefore, the hypotheses generated are as follow: H5: There is a positive relationship between product celebrity match-up and purchase intention. H6: There is a positive relationship between product celebrity matchup and consumer attitude. Meaning Transfer McCracken [1989) recommended that an endorsement effect is driven through meaning transfer process, whereby an endorser's effectiveness often relies on his abilities to convey product meanings alongside the endorsement process (McCracken 1989). This construct frames endorsement as a movement of meaning, which is transferred from the endorser's personal and professional world to a particular product and is consequently inuential in building consumers' self-image through consumption [McCracken 1989). Marketers believe that consumers tend to consume products which are endorsed by their idol [Fowles 1996). In this study, social media inuencers integrate with products, leading to effects that will result on product's perception. There is a distinct positive relationship between consumers' purchase intention towards brands endorsed through meaning transfer [McCracken 1986). Empirical study has validated that meaning transfer exhibits a correlation on consumer attitude and also inuences purchase intentions [Peetz et a1. 2004). Thus, the following hypotheses are put forward: H7: There is a positive relationship between meaning transfer and purchase intention. H8: There is a positive relationship between meaning transfer and consumer attitude. Consumer Attitude Marketing researchers have shown interest in consumers' attitude, which is an important knowledge for developing a successful marketing operation [Solomon et al. 2010). Attitude and purchase intention exhibit a parallel relationship in consumer studies [Ting and de Run 2015; Tarkiainen and Sundqvist 2005). Relatively, Chen (2007) proposed that favourable attitude towards a specific product is a dominant predictor that can lead to consumers' purchase intention. Similarly, a favourable attitude towards product endorsed by social media inuencers will impact on higher chance of purchase intention. Based on these, the following hypothesis is generated as: H9: There is a positive relationship between consumer attitude and purchase intention. Mediating Role of Consumer Attitude In this study, consumer attitude relates to both favourable and unfavourable beliefs (Phelps and Hoy 1996) towards social media influencers. Laroche et al. (1996) highlighted that endorsers can alter consumer preferences and inevitably create a sense of willingness-to-purchase. Source credibility is credited with improving consumer attitudes (Brinol et al. 2004), leading to an increase in product purchase intentions (Harmon and Coney 1982). Evidently, there is a positive correlation between attitude and credible endorsers as well as purchase intention (Chan et al. 2013). Consumers who harbour positive attitude towards the social media influencers' credibility have a relatively higher purchase intention. Hence, the hypothesis generated is as follows: H10: Consumer attitude mediates the relationship between source credibility and purchase intention. In addition, consumer attitude towards a celebrity's endorsement can be enhanced through the endorser's attractiveness (Bardia et al. 2011). In other words, a charming and well-liked endorser plays an influential role as a brand spokesperson (Atkin et al. 1984; Freiden 1984) who can stimulate consumers' positive belief which in turn, results in a desire to purchase decision. Kahle and Homer (1985) asserted that advertisements which are being endorsed by an attractive source could incur a change in consumers' attitude and purchase intention. This phenomenon is reflected in the context of this study, whereby, consumer attitude can be highly influenced by the attractiveness of social media influencers. H11: Consumer attitude mediates the relationship between source attractiveness and purchase intention. The perfect match-up between a product's characteristics and an endorser's image is a critical decision in the endorsement process, as Choi and Rifon (2012) revealed that an endorser and product congruence can generate an indirect positive effect on consumers' attitude towards an advertisement. Identically, Pradhan et al. (2016) also asserted that match-up hypothesis has a positive correlation with consumer attitude and it will result in a significant influence on purchase intention. So, the following hypothesis is presented: H12: Consumer attitude mediates the relationship between product celebrity match-up and purchase intention. Goldsmith et al. (2000) also affirmed that endorsers are regarded as a dominant mechanism in promoting a product, as they can transfer their image to a specific product by transforming an unknown into a recognised product by driving positive feelings and purchase intention among the consumers. This clearly shows that consumers are able to exert higher purchase intention when they are invariably imbued with a favourable sense towards the endorsement's delivered meaning (Thwaites et al. 2012). Eventually, the following hypothesis is offered: H13: Consumer attitude mediates the relationship between meaning transfer and purchase intention. Reference Lim, X. J., Rozaini Bt Mohd Radzol, A., Cheah, J., & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2). doi:10.14707/ajbr.170035Using the team's brand and target customer segment, create a 23 page well-written essay that makes specic recommendations regarding the use of social media to inuence attitudes and subsequent purchase intent. Be sure to incorporate lesson and/0r text readings, especially the proven hypothesis (or hypotheses) of the accompanying reading. Your work regarding the attitudes of your target customer segment are important to the completion of this assignment. This is an individual assignment using the team brand and target customer segment