The Impact of Entertainment Celebrity Endorsement in Instagram Advertisements on Malaysian Consumer Attitudes and Purchase Intention in Klang Valley

Chau, Sing Tong (2024) The Impact of Entertainment Celebrity Endorsement in Instagram Advertisements on Malaysian Consumer Attitudes and Purchase Intention in Klang Valley. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study investigates the impact of aesthetic visuals on Instagram on the purchasing decisions and lifestyle choices of Generation Z females. As social media platforms increasingly shape consumer behavior, understanding the influence of curated visual content becomes crucial for marketers and researchers alike. The research employs questionnaires to address three primary objectives, which are identifying the extent of Instagram's influence on Generation Z females' purchasing decisions, exploring their perception and interpretation of aesthetic visuals, and evaluating the effectiveness of these visuals as a marketing tool. Through surveys and analyses, the study examines how Instagram's aesthetic content shapes perceptions of ideal lifestyles, influences consumption patterns, and affects brand engagement and loyalty among this demographic. The findings highlight the significant role of emotional appeal, authenticity, and alignment with personal values in driving purchasing behavior, emphasizing that Generation Z females are more likely to resonate with content that fosters emotional connections and reflects their aspirational lifestyles.This insight underscores the importance of creating relatable and authentic content that appeals to Generation Z's preference for individuality and meaningful connections. This research contributes to the growing body of literature on social media marketing and consumer behavior, offering valuable insights for businesses aiming to capture the attention of this influential demographic. The findings provide practical guidance for brands to develop effective visual marketing strategies that prioritize high-quality content, creativity, and authenticity. By addressing the evolving expectations of Generation Z females, businesses can strengthen brand trust, enhance engagement, and drive loyalty in a competitive digital landscape.