The Role of Social Media Influencer, Brand Image and Advertising Trust to Purchase Intention among Local Cosmetic Consumers: A Conceptual Paper

Abstract

Social media marketing is one of the latest trends in marketing research. Due to globalization and rapid development era of digital, social media is used as one of online communication medium that made a tremendous impact to the society and business. Therefore, companies increasingly shifted from traditional celebrity endorser to social media influencer to influence purchase intention. Social media influencer is a third party or a person who delivered information on the local cosmetic products to their followers. Thus, they often viewed as a role model in consumption. Furthermore, brand image and advertising trust affected consumers’ purchase intention. Based on this reason, this paper serves an understanding on factors influencing purchase intention, namely, social media influencer, brand image as well as advertising trust on local cosmetic brand. Lastly, this paper provides a conceptual framework as a primary attempt on the role of social media influencer, brand image and advertising trust on purchase intention on local cosmetic brands in Malaysia.