The Impact of Instagram Influencers on Young Adults' Purchase Behaviour towards Skincare Products

Wong, Vennesa Wen Thong (2023) The Impact of Instagram Influencers on Young Adults' Purchase Behaviour towards Skincare Products. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The phenomenon of social media influencers is a burgeoning trend within the realm of social media platforms, serving as a prominent advertising mechanism. Social media provides a platform for brands to effectively reach and engage with specific target audiences. The objective of this study is to examine the potential impact of influencer marketing on young adults' purchasing behavior in relation to skincare products on Instagram. Specifically, the study aims to determine whether the promotional activities of influencers on the platform have an influence on the attitudes of young adults toward purchasing skincare products from the brands being promoted. This research investigated the efficacy of utilizing social media influencers to promote a product brand, as well as the attitudes of young adults in relation to their buying decisions. It is vital for the organization to comprehend the trajectory of advertising and ascertain the efficacy of influencer advertising as a means of advancing their brand promotion efforts. This study employs a quantitative research methodology by utilizing an online questionnaire that is distributed to a sample of respondents. The present study involved a sample of 100 participants who possess an active Instagram account, and they were invited to complete an online questionnaire. The participants in this study fall between the age bracket of 18 to 35 years and reside in the Klang Valley region. The utilization of Instagram as a lifestyle platform among young adults in Malaysia is prevalent. The results of this study can provide valuable insights for advertisers representing various skincare companies, enabling them to gain a better understanding of the most effective strategies for promoting their respective goods. The findings indicate that in contemporary times, young adults exhibit high levels of engagement on the social media platform Instagram, and possess a considerable degree of familiarity with prominent influencers who have gained popularity on this platform. Hence, it can be concluded that influencers exert a significant influence on the purchasing decisions of young adults when it comes to skincare goods