The Effectiveness of Social Media Influences on Cosmetic Brands in Creating Purchase Intention among Malaysian Young Adults

Soo, Yuh Wen (2024) The Effectiveness of Social Media Influences on Cosmetic Brands in Creating Purchase Intention among Malaysian Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The effectiveness of social media in shaping the preferences of Malaysian young adults has gained increasing significance in the marketing and advertising landscape of the twenty-first century. Companies and brands leverage social media influencers to promote their products, aiming to resonate better with young adults. This study delves into the effectiveness of social media influencers on cosmetics brands in creating purchase intention among Malaysian young adults. The objective of this research is to examine how social media influencers influence the purchasing decisions of young Malaysian adults when it comes to cosmetic products. Additionally, it seeks to investigate the level of engagement among Malaysian young adults with Instagram influencers and their perceptions and attitudes toward the content these influencers share about cosmetic products. The research employed a quantitative approach, utilising an online survey to gather responses from 100 young Malaysian adults between the ages of 18 and 35. The study's results reveal that there is a strong presence on social media among young adults in Malaysia, and they are well-versed in the realm of Social Media Influencer Advertising within the cosmetics industry. Furthermore, they actively interact with social media influencers, placing a high level of trust in the content these influencers share regarding cosmetic products. Respondents also indicated a clear preference for social media influencers as more trustworthy sources of cosmetic product reviews when compared to celebrity endorsements. Additionally, the research outcomes underscore the substantial impact of social media influencers on the purchasing decisions of young Malaysian adults, particularly in the cosmetic product category, by sparking awareness, arousing interest, and inciting action. In summary, this research offers valuable insights to advertisers by elucidating how young Malaysians engage with social media influencers and how these influencers sway their choices when it comes to buying cosmetic products