The Impact of Social Media Influencer in Cosmetic Products towards Purchase Decision among Malaysian Young Adults

Jeremiah, Jessica Julia (2022) The Impact of Social Media Influencer in Cosmetic Products towards Purchase Decision among Malaysian Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This study investigates social media influencer marketing, a new form of brand communication. The use of social media influencers in advertising is first explored, particularly to garner interest in younger audiences and grow social media coverage in businesses. In the last few years, the usage of social media influencers as part of a company's marketing plan has grown substantially. This research aims to identify how effective social media influencers are towards young adults’ purchase decisions. It also investigates the role of social media influencers in creating credibility towards Sephora’s cosmetic products and finds out other factors that influence the young adults' purchase decisions on Sephora’s cosmetic products. The quantitative approach of an online survey was utilised to collect 100 responses from Malaysian young adults. Based on the findings, young adults are likely to try a new product if it is recommended by social media influencers. It is also discovered that social media influencers are successful in increasing respondents' brand awareness of cosmetic products. Also, young adults believe social media influencers product recommendations and seek their advice. The outcomes of this study are helpful to advertisers and other researchers since they highlight young adults’ preferences and how they perceive social media influencers.