The Effect of Social Media Influencers in Cosmetic Products towards Buying Decision among Malaysian Young Adults

Farm, Mun Theng (2022) The Effect of Social Media Influencers in Cosmetic Products towards Buying Decision among Malaysian Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Due to the rising popularity of Instagram among young adults, many companies have started to focus their marketing strategies on Instagram, in order to gain more potential consumers from the market. One of the popular Instagram marketing strategies is Influencer marketing. It is employed where the companies collaborate with an average Instagram user who attain a large following base to advertise their products or services. The purpose of this research is to study the effect of Instagram influencers towards the Malaysian young adults’ buying decision on cosmetic products. Meanwhile, it also aims to study on the engagement of Malaysian young adults towards Instagram Influencers and their perception and attitude towards the content shared by the Instagram Influencers on cosmetic products. The quantitative method of online survey was utilised to collect the responses from 100 Malaysian young adults who aged from 18 to 35. The results from this study revealed that Malaysian young adults frequently use Instagram and they are aware of SMIA in the cosmetic industry. At the same time, they do engage with the Instagram Influencers by paying attention and trust on the content shared by the Instagram Influencers on cosmetic products. They also agreed that Instagram Influencers are more likely to be the credible sources of cosmetic product’s reviews as compared to celebrities endorsement. In addition, the research findings also revealed that the Instagram Influencers do affect the Malaysian young adults’ buying decisions on cosmetic products by creating awareness, interests and generating actions among them. Overall, this research is useful for the advertisers, as the findings reveal how Malaysian young adults are engaging themselves with the Instagram Influencers and how they are being influenced by the content of the Instagram Influencers that have been shared on cosmetic products to do buying decision.