An Exploratory Study of the Types and Roles of Skincare Advertising Visuals that Influence Malaysia's Consumer Buying Behaviour on Instagram in 2021

Teh, Yin Jing (2023) An Exploratory Study of the Types and Roles of Skincare Advertising Visuals that Influence Malaysia's Consumer Buying Behaviour on Instagram in 2021. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The beauty business is rising as more and more new skincare companies enter the market, creating a highly competitive environment. The skincare business is one of the most rapidly growing industries globally. Rapid shifts in customer expectations and tastes have also posed problems for the industry, shortening product life cycles and putting both established and start-up skincare businesses in a standstill. Therefore, skincare companies must continually enhance their business operations to market their brands and goods through innovative merchandising, and graphics in advertising play a key part here in order to keep current clients and draw in new ones. Although it can be seen that images are nearly always present in skin care advertisements and that they attract more attention than text does, there doesn't seem to be any published study examining the visual content of these advertisements. There is a need for more study on how visual impacts affect consumer behaviour since they may aid customers in determining the efficacy of skincare products. Because there are so many goods and different visual signals or stimuli, it is important to look at the real visuals that skincare marketers employ before performing such study. The aim of this study is to categorize various types and roles of skincare advertising visuals and assess how Malaysian consumers are affected by skincare ads on Instagram. In a random sample of Instagram advertisements from 2021, the types and roles of skincare ad visuals were discovered, and their existence or absence was evaluated. Future research using long-term audits of the visual content of advertising in the skin care products industry may be valuable to widely evaluate its influence on customer attitudes and behaviour due to the exploratory character of this research.