Abstract
On social media, brands and businesses are increasingly experimenting with using popular figures to promote their product, those popular figures are not necessarily famous singers, actors or athletes, but as brand ambassadors on social media (Sokolova and Kefi,2021). However, Instagram is one of the most popular influencer marketing social media platforms with over 600 million active users as of December 2016 (Evans, Phua, Lim & Jun 2017). Recently, marketers hiring some social media influencer to promote their company’s product or services because certain company cannot satisfy consumer demand on the company website and their social media content (Cooley & Parks-Yancy, 2019). The study is to determine that perceived credibility of Instagram influencer and the impact on beauty products unboxing videos among UTAR students. The aim for this study is to understand how perceived credibility of Instagram influencer will impact on the beauty product unboxing video that they posted on Instagram. Qualitative method will be used in this study, and focus group interview was conducted on Microsoft Team. From this study, marketers will be able to understand the impacts of Instagram influencers unboxing videos on UTAR students and do they have a greater impact on the students when compared to other forms of advertisement.
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