The Impact of Instagram Social Influencers on Consumers of Facial Skincare Products

Lee, Xin Yi (2020) The Impact of Instagram Social Influencers on Consumers of Facial Skincare Products. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This study looks into the new form of brand communication which is Social Media Influencer Marketing. Since 2016, most of the companies today are using social influencer as their marketing tool to reach their target market. The respondents of this study are the Generation Y and Z as they are very avid Social Media users and they prefer to trust authentic sources. This aim of this study is to investigate the impact of Instagram social media influencer marketing on building brand awareness. Moreover, the researcher seeks to understand the effects of social influencers on consumers’ perception and attitude toward the brand. This study used the survey questionnaire and collected 151 responses from people between 19 to 38 years old (Generation Y and Z) who living in Kuala Lumpur, Malaysia. The results of the study show that Instagram social influencers managed to increase brand awareness of the respondents toward facial skincare products. Their reviews lead to a positive perception and attitude of consumers. Therefore, finding the right social influencers is the biggest challenge for marketers to target the right target audiences. Moreover, trust and perceived authenticity contribute to consumers’ positive attitude toward the certain brand and product.