Social media factors affecting customers purchase intention towards skincare products

Abstract

The objective of this paper is to explore the impact of skincare products’ social media on different gender of customers purchase intention, especially for celebrity endorsement and opinion leaders. Celebrity endorsement and opinion leadership are commonly used in marketing strategy. With the improvement of life quality and the development of economy, people pay more attention to their personality appearance and image. Skincare products are increasingly needed by consumers. consumers can get more information about skin care products through celebrity endorsement and opinion leaders in social media due to the rapid information transformation, which may greatly affect their desire to buy skincare products. By using the qualitative and quantitative method to answer that what influence the customers purchase intention towards skincare product. Finally, the result of research is that the marketing strategies of celebrity endorsement and opinion leadership have different influences on different gender customers. Among them, idol effect which is the influential factors of celebrity endorsement have a positive impact on women's desire to purchase skincare products, but it have no significant influence on men’s. Opinion leadership play an important role in both male and female customers purchase intention due to their professional knowledge about skincare products and wide social network. This research can provide enlightenment for skincare brands to attract customers of different genders on social media and improve their purchase intention.