View of Communicate Channel among University Student to Beauty Influencers Affecting towards Facial Cosmetics Purchasing Decision

Abstract

Social media plays a significant role in daily life and influences consumer purchasing behavior, particularly in the highly competitive cosmetics industry. Beauty influencers have become a crucial strategy for building trust and attracting consumers. This research aims to explore University students' perspectives on beauty influencers regarding their communication with social media content and the characteristics of influencers that impact purchasing decisions for cosmetic products. Using qualitative research method, the study focused on a purposive key informant of 15 undergraduate students aged 18-25 from Naresuan University. Data were collected through in-depth interviews and analyzed using thematic analysis. The findings reveal that TikTok is the most popular platform among students for quickly accessing information, while YouTube is preferred for in-depth research prior to purchasing decisions. Instagram is used for short video content (Reels), and X (formerly Twitter) is used for categorized short messages. The primary reasons for engaging with these platforms include gathering information to aid the purchasing decisions, staying updated on new products, and enhancing knowledge about cosmetics. Key characteristics of beauty influencers that affect purchasing decisions include: 1) Attractiveness: this includes the ability to explain products in detail, having a pleasant personality, and providing authentic reviews based on real usage. Engaging content formats, such as "Get Ready with Me" and Before-After reviews, effectively showcase results, complemented by relevant keywords and hashtags that increase audience reach. 2) Similarity: students prefer to follow influencers who share similar skin concerns, skin tones, or lifestyles, believing that the recommended products will effectively address their issues. 3) Expertise: influencers with extensive knowledge and experience in the beauty industry instill confidence in their followers, especially when they explain product application techniques in detail. 4) Credibility: this stem is from genuine reviews, actual product use, refer to research or scientific data, and endorse from experts. Even influencers with fewer followers can build trust if they present accurate and sincere information. This research results provide insights that businesses can apply to leverage beauty influencers in their marketing strategies to increase sales target in the future.