The Influence of Instagram Short Video Advertising from the Beauty and Personal Care Industry on Malaysia Generation Z's Beauty Perceptions and Purchase Decisions

Yap, Shan Ying (2025) The Influence of Instagram Short Video Advertising from the Beauty and Personal Care Industry on Malaysia Generation Z's Beauty Perceptions and Purchase Decisions. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study investigates the influence of Instagram short video advertising from the beauty and personal care industry on Malaysia’s Generation Z, focusing on its impact on their perceptions of beauty and purchasing decisions. As a highly active demographic on social media, Generation Z is particularly responsive to Instagram's short video format, making it a powerful medium for brands to engage with them effectively. The research explores the role of the Instagram platform in disseminating short video advertisements, highlighting how the demographic interacts with such content and thus shape their perceptions of beauty standards and preferences. Additionally, the findings identifies how demographic factors such as gender, age, and employment status further influence the demographic interaction, providing a deeper insight into the generation consumer behaviour. Furthermore, it examines the elements of short video advertisement on Instagram that appeal to the demographic and influences their purchasing behaviour and brand loyalty. Overall, the research provides valuable insights for beauty and personal care brands to better understand Generation Z and refine their marketing strategies by utilizing Instagram's short video format to build stronger connections and boost engagement with this tech-savvy generation in Malaysia.