Advertisement of beauty products using social media influencers (SMIs) and customers’ trust in Shah Alam / Izzati ‘Aliah Zaidi and Wardatul Hayat Adnan

Zaidi, Izzati ‘Aliah and Adnan, Wardatul Hayat (2021) Advertisement of beauty products using social media influencers (SMIs) and customers’ trust in Shah Alam / Izzati ‘Aliah Zaidi and Wardatul Hayat Adnan. Forum Komunikasi (FK), 16 (2): 23. pp. 40-62. ISSN 0128-2379 (e-ISNN)

Abstract

Internet and social media platforms speed up the digital growth of advertisements in our societies to promote brands and products. The upsurge advertisement using social media influencers (SMIs) has attracted female millennials to purchase beauty products on social media platforms. However, there are still lack of research conducted to examine the influence of advertisement using social media influencers (SMIs) towards the customers’ trust on beauty products although SMIs endorsement has been studied over the years. It was revealed in past research that trust has the strongest influence on customers’ purchase intention. Therefore, this study aims to identify the influence of advertisement using social media influencers (SMIs) towards customers’ trust on beauty products amongst social media users in Shah Alam. This study employed a quantitative study where 50 respondents amongst social media users in Shah Alam participated. Findings of this study revealed that influencer credibility and electronic Word of Mouth (eWOM) significantly influence the customers’ trust in beauty products in Shah Alam.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Zaidi, Izzati ‘Aliah
liazatilia@gmail.com
Adnan, Wardatul Hayat
UNSPECIFIED
Subjects: P Language and Literature > P Philology. Linguistics > Communication. Mass media
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Communication and Media Studies
Journal or Publication Title: Forum Komunikasi (FK)
UiTM Journal Collections: UiTM Journal > Forum Komunikasi (FK)
ISSN: 0128-2379 (e-ISNN)
Volume: 16
Number: 2
Page Range: pp. 40-62
Keywords: Social media influencers (SMIs), beauty products, customers trust
Date: 2021
URI: https://ir.uitm.edu.my/id/eprint/57937
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