The Influence of Jane Chuck's Skincare Product Advertising on Instagram towards Malaysian Young Adults Buying Behaviour

Chua, Emily Siu Yeen (2024) The Influence of Jane Chuck's Skincare Product Advertising on Instagram towards Malaysian Young Adults Buying Behaviour. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Social media platforms have become important avenues for advertising in the digital age, changing consumer behaviour, especially among young adults. While using social media influencers has turned into a new norm, advertisers and marketers have been realising the hidden potential of featuring social media influencers in advertisements. Social media influencers tend to act as a powerful role in bringing impact and influencing the mentality or attitude of social media users who are mainly young adults. This study looks into how advertisements by Jane Chuck, who is a well-known social media entrepreneur and influencer from Malaysia who rose to fame for her presence on several digital platforms, mainly Instagram, can influence the Malaysian young adults’ purchasing decision on skincare products. Jane Chuck’s work as a skincare beauty influencer is one of her most famous contributions to the digital world. Instagram influencer. Quantitative data were gathered from a sample of Malaysian Instagram users between the ages of 18 to 35 through 100 respondents from the online survey questionnaire. Based on the findings, Instagram influencer Jane Chuck’s Instagram advertising has a significant impact on Malaysian young adults’ preferences for skincare products. The primary determinants of this influence include building certain awareness on skincare products among Malaysian young adults through the popularity of Jane Chuck. Additionally, participation in and interaction on social media are crucial in influencing decisions to buy. Furthermore, factors like the veracity of endorsements, the aesthetic appeal of the visuals and the perceived sincerity of advertising statements are the key to influence purchasing decisions of Malaysian young adults. These results provide five important insights for marketers, influencers, and policymakers looking to comprehend and take advantage of the dynamics of online advertising in influencing purchasing behaviour among Malaysian young adults. It also shed light on the changing social media landscape.