The Impact of Social Media Beauty Influencers on the Image and Purchasing Decisions of Cosmetic Customers Living in Suratthani Province
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Abstract
The Internet has an important role in product decision-making; therefore, influencers are a popular tool for creating brand images and influencing decision-making, especially in the cosmetic business. This research aims to study the relationship between online beauty influencers and brand image and purchasing decisions of cosmetic consumers in Surat Thani Province. The population consists of consumers in Surat Thani who purchased cosmetic products influenced by online beauty influencers. The sample size consisted of 400 respondents, and combined sampling methods (purposive and snowball) were applied. Data were collected via questionnaires regarding beauty influencers on social media, brand image, and purchase decisions, with reliability coefficients of .867, .814, and .869, respectively. The data were analysed using frequency, percentage, mean, standard deviation, and structural equation modelling (SEM).
The research results indicate that the influence of beauty influencers on social media has a positive relationship with brand image and purchasing decisions at a statistical significance level of 0.001. The structural equation modeling results show that the measurement model is consistent with the empirical data. The fit indices are at a very good level (Chi-square ( χ² ) = 589.731, p-value = 0.001, χ²/df = 1.573, RMSEA = 0.038, GFI = 0.917, CFI = 0.984, NFI = 0.958). Therefore, marketers should utilize online influencers to build brand image.
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