Impact of Social Media Influencer Endorsement on Brand Awareness and Purchase Intention of Skincare Products among Young Adults

Lee, Mei Yin (2022) Impact of Social Media Influencer Endorsement on Brand Awareness and Purchase Intention of Skincare Products among Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

Text Lee Mei Yin_Full Text.pdf Restricted to Registered users only Download (1MB)

Abstract

Previous studies have been conducted more on celebrity endorsement that influences the purchase intention of skincare products than social media influencer endorsement. While, scholars who have done research on social media influencers focus on the purchase intention of cosmetic products. Therefore, there is a lack of research done on social media influencer endorsement on skincare products. In order to fill in the gap with the earlier research, there is a need for the researcher to conduct this study. The purpose of this research is to examine the impact of social media influencer endorsement on brand awareness and purchase intention of skincare products among young adults. There are three objectives in this study such as to determine the perception of young adults on the social media influencer’s trustworthiness, attractiveness and expertise, to examine the impact of social media influencer endorsement on brand awareness and to find out the impact of social media influencer endorsement on purchase intention among young adults. The researcher has chosen a quantitative research method to obtain the data from the respondents which is online surveys by distributing Google forms through social media. Purposive sampling will be used to collect data from a targeted 100 young adult respondents from Klang Valley who are in the age range of 18 to 30 years old and have experience in using social media. Moreover, purposive sampling is selected because the researcher would like to obtain more relevant and valid responses from the qualified respondents who meet the requirement in order to achieve the objectives of this research. The results from this study showed that social media influencer endorsements are positively related to brand awareness and purchase intention. Social media influencers with expertise have the highest rating, followed by attractiveness and trustworthiness. Young adults would listen more to the social media influencers as they believe in them.