The Impact of Social Media Influencers in Creating Purchase Intentions on Skincare Product Among Young Adults in Malaysia

Chow, Tze Mae (2024) The Impact of Social Media Influencers in Creating Purchase Intentions on Skincare Product Among Young Adults in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study examines the influence of social media influencers on the purchase intentions of skincare products among young adults in Malaysia. In the digital era, social media platforms have emerged as vital channels for advertising, significantly shaping consumer behaviour, particularly among younger demographics. The use of social media influencers has become a common strategy, as advertisers and marketers increasingly recognise the untapped potential of incorporating influencers into their campaigns. These influencers play a pivotal role in shaping the attitudes and perceptions of social media users, with young adults being particularly susceptible to their impact. The primary objective is to examine how social media influencers like Jane Chuck shape the purchasing decisions of young Malaysians regarding cosmetic products. Additionally, the research explores the level of engagement these young adults have with Instagram influencers and their perceptions and attitudes towards the content shared by these influencers about cosmetic products. The study is grounded in the Two-Step Flow Theory and the AISDALSLove model. The Two-Step Flow Theory explains how social media influencers act as intermediaries between the media and their followers, while the AISDALSLove model demonstrates the stages from awareness to action and brand loyalty, providing a framework for understanding how influencers impact consumer behaviour. This study investigates the impact of advertisements by Jane Chuck, a prominent Malaysian social media entrepreneur and influencer, on the skincare purchasing decisions of young adults in Malaysia. Known for her strong presence on digital platforms, particularly Instagram, Jane Chuck has made significant contributions as a skincare beauty influencer. The research focuses on how her content affects the buying behaviour of Malaysian Instagram users aged 18 to 30. Using a quantitative approach, the study gathered data through an online survey completed by 100 respondents within this age group. The insights from this study provide valuable information for marketers and advertisers, offering a deeper understanding of how social media influencers can effectively create purchase intentions for skincare products among young adults in Malaysia. This research contributes to the growing discourse on the role of influencers in shaping consumer habits, particularly in the beauty industry, and highlights the importance of leveraging social media platforms to engage younger demographics.