The Effectiveness of Innisfree Skincare Product in Creating Purchase Intentions by Using Celebrity Advertising on Instagram among Generation Z in Malaysia

Saw, Deng Ni (2024) The Effectiveness of Innisfree Skincare Product in Creating Purchase Intentions by Using Celebrity Advertising on Instagram among Generation Z in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Celebrities are held up as role models in the society of today. People's lifestyles are changing as a result of their beloved star. The effectiveness of brands is increased by this viewpoint, which has a substantial effect on brand-conscious consumers. Celebrities do influence people's perceptions of products, however not always in a way that influences their purchasing intentions. The effectiveness of Innisfree skincare products in creating purchase intentions by using celebrity advertising on Instagram will be a key focus of this study. The study will also analyse the impact of creating brand awareness among Generation Z aged 19-25. In this study, 100 respondents from Malaysia's Generation Z, aged 19 to 25, were gathered using the quantitative online survey approach. Through these findings, it has been revealed that the Innisfree skincare product by using celebrity advertising can influence the purchase intention among Generation Z in Malaysia. The findings indicate that the Generation Z aged 19-25 get attracted by purchasing skincare products from Innisfree which are endorsed by South Korean celebrities as compared to non-celebrities. The findings also show the impact of celebrity advertising in creating brand awareness for Innisfree. Additionally, the research also reveals the effectiveness of purchase intentions on Instagram. As social media has been a part of Generation Z's environment since they have grown up. They are a group of people who use social media to keep up with trends and learn the most recent information which has been considered as a normal part of their daily life. When they used social media platforms or even watched Instagram reels, they encountered lots of advertisements. The effectiveness and impact of Innisfree skincare products in celebrity advertising is demonstrated by this research, which is advantageous for marketers and advertisers.