The Influence of Social Media on Malaysian Youth Purchase Intention towards Beauty Products

Lim, Wan Xing (2023) The Influence of Social Media on Malaysian Youth Purchase Intention towards Beauty Products. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The beauty industry is one of the world’s fast-growing sectors. With more and more new beauty companies growing in the market, resulting in a highly competitive environment. The way of beauty brand company disseminating their way of communication had significantly impacted by rapidly growth of advancement of information and communication technology. Therefore, this study investigates how the social media could effectively influence Malaysian youth purchase intention on beauty products with the aim of understanding the relationship between social media and purchase intention of Malaysian youth. The results showed that social media influencers are the key influencing factor on Malaysian youth purchase decision through the user-generated content (UGC), indicating that they are credible sources for beauty information. This study contributes to bridge the gap between theoretical frameworks, such as Theory of Planned Behaviour (TPB), and practical implementations in the dynamic landscape of beauty marketing. By integrating marketing efforts with consumer psychology, beauty businesses can build effective and culturally relevant campaigns that appeal with their target consumers. Keywords: Social Media, Purchase Intention, Beauty Products, Social Media Influencers, Electronic Word-of-Mouth, User-Generated Content, Influencer Marketing