The Impact of Instagrammer on Attitude towards the Brand and Purchase Intention of Cosmetic Products among Youths

Ng, Chee Yuan (2023) The Impact of Instagrammer on Attitude towards the Brand and Purchase Intention of Cosmetic Products among Youths. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Several previous studies have been conducted to examine on celebrity endorsement rather than influencer marketing. Furthermore, academics who have studied credibility and attractiveness of Instagrammers influences purchasing intention of Instagram user. Previous study on the popularity of online influencer and their influence on consumer decisions is limited. As a result, there is a lack of research examining the popularity of Instagrammer affects the attitude towards the brand and purchase intention of cosmetic products. this study discovered a gap in popularity of Instagrammers also affects the attitudes and purchasing intentions of youth. Since the researcher has to carry out this research in order to fill in the gaps left by previous studies. The research objectives were to investigate the impact of Instagram influencers’ attributes and popularity on youths’ attitude toward cosmetic products and investigate the impact of Instagram influencers’ attributes and popularity on youths’ purchase intention toward cosmetic products. The researcher has decided to use online surveys distributed using Google Forms as a quantitative research approach to collect data from respondents. Besides, convenience sampling will be utilised for researcher to gather data from the 100 selected young adults aged between 18-30 years old who are interested in cosmetic products, living in Kuala Lumpur and Selangor areas and at least having an Instagram account. The results from this study revealed that the attributes of Instagram influencer are positively related to brand attitude, affective online engagement and purchase intention. However, only trustworthiness and popularity significantly influence attitude towards the brand and purchase intention while expertise and attractiveness possessed by cosmetic Instagrammers have no significant impact on attitude towards the brand and purchase intention. Youths would listen more to the cosmetic Instagrammers with trustworthiness and popularity as they believe in them