The Effectiveness of Social Media Influencers in the Cosmetic and Skincare Industry to the Purchase Intention of the Generation Z Filipinos

Abstract

Influencer marketing, the process of examining, identifying, and supporting beauty influencers who communicate on behalf of the brand’s customers, is a trend in today’s digital world across various social media platforms, creating an opportunity for brands to market through social media influencers. To investigate the effectiveness of social media influencers in the cosmetics and skincare industry, the researchers conducted a quantitative analysis using Pearson Product Moment Correlation to examine and identify the effectiveness of social media influencers in the said industry on the purchase intention of Filipino consumers. This research is distinctive as it concentrates on the relatively emerging and fast-evolving cosmetic and skincare industry in the Philippine market. The absence of studies in the Philippines, where social media influencers play a vital role in a brand’s marketing and advertising efforts, is one element that distinguishes this study. The study has highlighted four main hypotheses. These factors include Trust, Perceived Credibility, Perceived Image, and Brand Attitude as the influencing factors for Generation Z Filipino consumers. Findings from the data gathered have shown that all the hypotheses generated a significant relationship and positive correlation toward purchase intention.