Consumers’ Perception of Social Media Influencers: A Study of Skincare Brands in Nigeria

Abstract

In the highly competitive consumer market, brand owners are working tirelessly towards retaining their ‘loyal’ customers, and ensuring that the consumers of other brands make a switch to their products; all these are geared towards remaining relevant in the business world. Hence, social media has become a viable medium to pass these messages as a result of the increasing impact of modern technology and “know-how.” The engagement of well-known personalities for social media brand influencing has become a viable tool employed by brand owners to give maximum visibility to their products. They are influential because online users, in most cases, adopt their personalities as role models while many others idolize them. Hence, their promotion of brands and products on social media is usually widely accepted by these groups of consumers. In recent times, there have been reports and cases of influenced skincare brands and products that have fallen short of efficacy and quality as purported by the influencers of the brands in question. Consumers have expressed dissatisfaction, frustration, and waste of money regarding the purchase and usage of some skincare brands that were purchased as a result of the content created around the products by their social media influencers. Therefore, this study seeks to examine consumers’ perception of the engagement of social media influencers of skin-care products using Focus Group Discussion and a survey of female respondents who are known to use skincare products. Results show that the use of influencers does not necessarily inform their purchase or usage of certain skin care products. This is because, first, skin care products are sensitive and could damage customers’ skin, which makes them purchase through referrals rather than depending on influencers’ reports about the product. Second, the social media platform is commonly known as a medium that online users can easily manipulate for deception. The study suggests that Influencers should adopt credible means of creating awareness for their brand.