Running Head: INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 1

Effect of Instagram Beauty Influencers to the Purchase Intention

of Female Freshmen College Students

Kyla Angelah Claire T. Fegarido

University of the Philippines, Diliman

INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 2

Abstract

The rise of social media sites certainly has a significant impact on brands, companies, and

consumers. As commerce strategies incorporate into these platforms to expand market reach,

social media users who have a huge following, or more commonly identified as social media

influencers, are given the chance to be marketing avenues of these brands. To date, the factors

that persuade consumers to accept social media influencers as advertising channels are not yet

fully understood. This research paper identifies the vital impact of beauty influencers, with the

focus on the social media site Instagram, to the younger market, particularly to the members of

Generation Z, whose purchase intention can be affected by various factors such as the

influencers’ lifestyle and behavior, and the strategies or roles they perform in marketing

products/brands they are affiliated with. The research utilized a qualitative method using

convenience sampling with five female freshmen college students from various

colleges/universities in Metro Manila. From the interview responses, it can be concluded that the

reviews and recommendations of Instagram beauty influencers do not strongly persuade and

convince potential consumers as there are other factors they look into – such as the necessity,

quality, and price – before purchasing the product. Nevertheless, findings suggest that social

media influencers are effective in engaging and sparking the interests of the target market, which

may still contribute to the increase in sales of the brands and companies.

Keywords: Social Media, Social Media Influencer, Generation Z, Advertising, Consumer

Behavior, Purchase Intention, Social Media Marketing

INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 3

Effect of Instagram Beauty Influencers to the Purchase Intention

of Female Freshmen College Students

Advertising has been adapted into the mainstream media in forms such as internet

advertisements on social networking platforms. Brands and companies adapted various strategies

wherein their sales could be boosted, and one of which is the partnership with social media

influencers. These influencers have a substantial number of followers or audiences on social

media and they have a strong influence on their followers (Rabiah et al., 2019).

This study aims to determine whether social media influencers contribute persuasive

effects on purchase intention, which is defined as “the most noteworthy indicator of advertising

effectiveness and may be affected by indicators such as attitude towards the ad” (Dehghani et al.,

2016) of consumers, which may lead to positive effects on the sales of their partner

brand/company.

The following research questions are constructed to aid in generating information about

the study:

1. Do Instagram beauty influencers contribute in increasing the sales of a partner

brand/company?

2. How strongly do social media influencers’ reviews and recommendations affect the

image of the brand concerning consumer perception?

3. Do potential consumers find these “sponsored posts” from social media influencers

helpful or annoying?

4. What factors/measures make social media influencers effective when endorsing a partner

brand/company?

5. How do consumers establish their trust towards a social media influencer?

INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 4

5.1. If the consumer sees a large number of followers on the influencer’s profile, how

will she feel towards trusting the influencer?

5.2. If the influencer has been involved in a certain issue, will the consumer

automatically distrust her?

This study will be of significant input to the marketing field of companies fundamentally

in need of advertising strategies. Advertising agencies will be able to realize the increasing social

changes and modify their agency structure to keep up with the trends and be effective. The study

also intends to explain how content features can navigate content-creation strategies for social

media marketing, thereby responding to marketers’ need to improve their understanding of what

types of content are the most engaging for the consumers. Moreover, the research provides useful

information for the consumers, specifically Generation Z, by justifying how much social media

personas influence them through posts and photographs unconsciously.

Literature Review

The Theory of Reasoned Action pioneered by Martin Fishbein and Icek Ajzen will be

applied as the general framework of this study. This theory explains how an individual’s

behavior is driven by their intention to perform the behavior. While this intention is governed by

the individual’s subjective norms, external stimuli are also present to influence the behavior.

Greene et al. (2003) discussed how persuasion is naturally a part of the social process of

influencing behaviors that are voluntary and necessarily involve the conscious decisions of a

person. The theory can be applied to the study, having the presence of social media influencers

as the external stimulus, and purchase intention as the behavior being studied.
INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 5

Advertisements and Marketing in Social Media

Social media has evolved drastically with the advancement of information technology via the

Internet. It has transformed the way humans interact by expanding the boundary of

communication and expression in terms of contents and contexts. “It removed barriers and

created decentralized communication channels which opened the door for everyone to have a

voice and participate in a democratic manner” (Amedie, 2015 & Hashim, 2017).

Because of this, the purpose of social media extended beyond personal communication. Its

functions widened as other disciplines continuously incorporate the use of social media to their

respective fields – one of the most prominent examples is the advertising industry (Phung & Qin,

2018). Advertisements found on traditional media such as newspapers, magazines, televisions,

and radio are being replaced by endorsements across social media platforms such as Facebook,

Twitter, Instagram and YouTube (McCormick, 2016).

This shift augmented the “increasing importance of social media networks for advertising

strategies due to its central role in capturing the online audience and catching the target market’s

attention” (Almeida, 2018). The proliferation of social media as a marketing tool activated a

direct two-way communication stream between companies and potential consumers which

transformed how they confer and correspond (Parsons & Lepkowska-White, 2018). As a result, it

has been easier for businesses to identify and reach their target audience since social media

platforms usually constitute an online social community based on shared interests or attitudes.

However, when the advertising strategies that companies utilize fail to match and apply to their

identified target population, unfortunate results may transpire.

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Social Media Influencers

Companies are moving towards more digitized communication as they employ various

social media marketing strategies to promote their products and brand (Sokolova & Kefi, 2019).

Significant approaches and techniques brands commonly use are through social media

influencers. These influencers are identified to have a vast number of followers on social media

where they have a strong influence over (Rabiah et al., 2019) and are considered to be accessible,

credible, knowledgeable and trustworthy sources and presenters of information because of the

efforts they generate to ensure affinity with their audience. These efforts include, but are not

limited to, their frequent interaction with their followers wherein they share details of their

personal lives, their endeavor to maintain authenticity and relevance, and their constant

participation on discussions involving brands and products sponsoring them (Lim et al., 2017 &

Castro, 2018).

These social media influencers have already recognized their value "in this day of paid

advertising and brand affiliate schemes" (Fleckney, 2017) thus they seek to capitalize on their

power and capacity to influence by demanding compensation - in forms of cash payments, or

free products and services - from companies they partnered with in return for their services

(Spencer, 2015). Hence, they are expected to increase brand awareness and sales for the

company.

The company's choice of an influencer they will partner with is a critical factor in

determining the success of their online representation. Djafarova (2017) and Almeida (2018)

emphasized that companies must look upon online influencers who seem relatable and apt to

their possible consumers, and are experts in the industry who can deliver wider reach.

Additionally, Lischkova and Othman (2017) claimed that authenticity, trustworthiness,

INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 7

credibility, and expertise of the influencers are the main features that have and impact on the

consumers and their online purchase intent.

Instagram and Influencers

While Instagram is known as a social media platform with photo-sharing on its core, it has

also served as a medium for encouraging community engagement (Hashim, 2017). Instagram

(2018) defined its platform as “the home for visual storytelling for everyone from celebrities,

newsrooms and brands, to teens, musicians and anyone with a creative passion.” So, it is no

surprise that Instagram has become the visual marketing platform of choice for everyone, from

start-up companies to well-known global brands (Minsker & Waller, 2016).

According to Asehinde (2015), Instagram serves as a social media marketing tool wherein

companies may build and gain brand recognition by helping them find and reach out to target

customers and promote their products or services. As mentioned earlier, users of these social

media networks who share the same interests and are responsive to mutual discourses are usually

classified into online communities. These communities stay connected online through social

media, specifically Instagram, and are moderately persuaded by digital marketing persuasive

methods such as influencers who recommend new products and services to purchase (Denton,

2019).

Veissi (2017) ascertained that posts by Instagram influencers are seen as more accurate and

authentic as compared to traditional advertisements by the audience but with some doubts and

reservations. This is supported by Rogers (2017) who claimed that Instagram gives brands and

influencers up to 400% more engagement than Facebook, which reflects why the business

community on Instagram has grown to 25 million wherein most of which are small and start-up

businesses. These figures suggest how essential it is for brands and companies to utilize
INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 8

Instagram effectively when determining their potential market and audience, and when

considering what influencer qualities or characteristics are relevant to the target group.

(Djafarova, 2017)

The Beauty Industry and Social Media Influencer Marketing

Simultaneous with the evolution of technology, the beauty industry also continues to extend

its boundaries, minimize barriers, and be more inclusive and accepting of the differences of

people in terms of gender, race, and age group. With this, its marketing strategies persist to

develop as well. Denton (2019) stressed how these advancements show that the industry,

considered as a persuasive one, has extensive impacts on the consumers. Furthermore, the

industry has the third biggest follower base on social media, which makes it more qualified and

valuable for the study of influencer marketing. (Phung & Qin, 2018)

Several pieces of research are conducted to discover the relationship between the beauty

industry, their target audience, and influencer marketing. Phung & Qin (2018) designed a study

that indicated that the target group of influencer marketing in the beauty industry is quite

concentrated and consistent. Their findings suggest that the target group of influencer marketing

in the industry must be females because they are more vulnerable and receptive to socially

constructed opinions and trends compared to males. Moreover, they tend to adhere to the

decisions and opinions of other people whom they perceive trustworthy. (Bearden et al., 1990;

Wilcox & Stephen, 2013).

Wright (2017) also constructed a research which explored the channels that consumers resort

to when looking for beauty advice and recommendations. Results show that “video-blogging and

social media hugely outweighed traditional media in popularity.” A significant conclusion of this

research is that with the 18-24 female age group, influencers are dominant within their everyday
INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 9

lives, particularly on Instagram. This corresponds to the findings of Phung & Qin (2018) wherein

video and photo sharing platforms such as Instagram and YouTube were most commonly used

when following beauty influencers with posts are regarding makeup and beauty products.

Influencers in the Philippine Context

In the Philippine context, social media influencers play a vital role in the perception of

consumers towards a certain product or service. They promote several products every day

through their Facebook, Instagram and Twitter accounts – enabling consumers to actively

participate in the promotion of these companies by interacting with them through posts and

comments. The introduction of this two-way communication in advertising establishes a more

personal relationship with the target audiences and increases the chances that they will purchase

the product in promotion.

According to Lent (1969), Filipinos during the 1950s, who were initially inclined to

purchase foreign products because of the effects of colonial mentality, became more appreciative

of local goods because of advertising. This is an example that portrays how advertising has a

significant impact on the performance of a certain business in relation to the perception of

Filipino consumers. However, there are only a few studies regarding influencer marketing in the

Philippine context. Research about this topic is very limited as it is only an emerging concept.

Method

The study utilized the qualitative approach in attaining the research objectives. In

qualitative research, the goal is to gain insights, build theory, and explore meanings behind the

discussions (Bryman, 2015). For this research, a case study on how Instagram beauty influencers

affect the purchase intention of female freshmen college students from five different universities

in Metro Manila namely: University of the Philippines – Diliman, Ateneo de Manila University,
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University of Santo Tomas, Miriam College, and Airlink International Aviation College was

implemented. The characteristics and activities of the respondents were screened such that they

will be suitable and relevant participants of the study. Selective measures taken into

consideration were their online activity and involvement in Instagram, their recognition and

following of social media influencers especially in the beauty industry, and their purchase

decisions and behavior in relation to the recommendations and posts of the beauty influencers

they follow. Although convenience sampling was applied in the selection of respondents, they

can still be considered as a good representation of the target sample since they come from

different colleges/universities in Metro Manila.

However, the scope of the study is limited to the female freshmen college students’

responses in considering the impact of Instagram beauty influencers on purchase intention. Due

to time and financial constraints, only five respondents will be interviewed and considered as a

sample. Therefore, the study is not meant to be taken as final and conclusive on the population.

The study made use of personal interviews. The interview was a formal consultation with

the chosen respondents which allowed the researcher to observe, guide and probe all participants

so that all information can be discovered (Saunders et al., 2012). The questions focused on

various aspects of the study were directed in answering a specific research inquiry. Creswell’s

data analysis (as illustrated in Figure 1) spiral is applied in this study since it is suitable for a

qualitative research wherein raw data gathered from the interviews are coded and processed to

produce themes and descriptions which can then be interpreted to generate answers for the

research questions and form conclusions.

The answers and opinions given by the interviewees were analyzed through a matrix

analysis (as presented in Appendix B). This analysis allows the qualitative data collected in the
INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 11

research to be interpreted and scrutinized systematically and reliably so that generalizations will

be made from them in relation to the statement of the problem.

Figure 1: Creswell’s Method for Data Analysis

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Findings and Discussion

Lip, eye, and skincare products are the most common beauty commodities that the

respondents buy. Some of their purchases are results of the recommendations of social media

influencers they follow. When asked the names of these beauty influencers, they answered a

combination of foreigners and Filipinos such as Bretman Rock, Gabrielle Whited, Jeffree Starr,

Rei Germar, Ry Velasco, Anne Clutz, and more.

All the chosen respondents follow beauty influencers on the social media platform,

Instagram. They defined these influencers as famous social media personalities with a huge

amount of followers who have established credibility to their audience, and are sponsored by or

affiliated to brands and companies in promoting their products, as they can persuade others by

virtue of their trustworthiness and authenticity. Respondent E added that Instagram influencers

can also use their voice and popularity not only for their sake but also for expressing their views

on important social issues and advocacies. These definitions are similar to Rabiah’s (2019)

definition of social media influencers who are identified to have a vast number of followers on

social media where they have strong influence over and are considered to be accessible, credible,

knowledgeable and trustworthy sources and presenters of information because of the efforts they

generate to ensure affinity with their audience.

Qualities that make Instagram influencers effective

The respondents were asked to state the qualities that they look for influencers to

consider them effective, and the most common answers are authenticity, integrity/honesty, and

transparency. Respondent A added that she also looks at the personality of the influencers and

the quality of content they post. Meanwhile, Respondent B included other traits of an influencer

such as “knowledgeable about the industry, informative, and experienced” to her list.
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The respondents were further asked what qualities they look for influencers to consider

them experts in the beauty industry. Experience and knowledge in the field were the most

common themes. Relevance, eagerness to learn, consistency (in posting), originality and

uniqueness, and passion were also mentioned.

These answers are parallel with Lischkova and Othman's (2017) claim that authenticity,

trustworthiness, credibility, and expertise of the influencers are the main features that have an

impact on the consumers and their online purchase intent. From there, it can be inferred that

there are certain characteristics an influencer must possess to be considered effective and

persuasive, which must be positively displayed in their online presence to translate towards the

audience.

Establishing trust towards a social media influencer

The aforementioned traits (authenticity, reliability/credibility, transparency, experience,

and consistency) were also the shared responses when asked what qualities they look for in

considering these influencers trustworthy.

The number of followers can also be a determinant to the establishment of the trust of a

consumer to an Instagram influencer. For Respondent E, a large number of followers imply that

the influencer can be considered trustworthy, as she associates it with the establishment of the

influencer in the industry, therefore being trusted by other people. On the other hand.

Respondents A and D have no high regard for the follower count as they base their impressions

on the content of the posts.

The respondents are further asked their opinions once an influencer they follow gets

involved in a certain issue. Four of the respondents said that they would not automatically
INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 14

distrust the influencer, and analyze the situation first. Respondent E had a different view and

stated that most of the time, she will distrust the influencer.

Furthermore, the respondents were asked what their opinions of sponsored posts are. For

Respondents B and E, sponsored posts are “okay” but their willingness to buy the product is

affected. Respondent A firmly distrusts these posts as she quotes “this kind of commercialization

only emphasizes the "promises" of the products but not its actual performance in real life.”

Similarly, Respondent C admits that sponsored posts bother her but she understands why

influencers do them. On the other hand, Respondent D sees these posts as quite helpful but still

has reservations, which is prevalent for all of the respondents.

The common ground of their answers includes the expression of doubt, if not reluctance,

towards the posts and/or the influencer. As they are well aware that these posts are compensated

either by monetary value or free goods/services, their intention to purchase the products

decreases.

These responses signify that various factors are affecting the trust of the audience to

influencers, which can be further associated with their capacity to persuade and influence the

purchase intentions of target consumers.

Instagram beauty influencers’ impact on sales and consumer perception

Reviews and recommendations from the influencers have the capability to make the

target market interested in the brand. Four of the respondents affirmed that once an influencer

they follow becomes affiliated with a beauty brand, they tend to familiarize themselves with the

products offered, the formulations used, its advocacies, and its identity in general. Respondent E

answered differently and voiced that she would not necessarily go out of her way to search for
INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 15

other items or services that the company offers since her only focus is on the product being

reviewed or endorsed.

However, interest in the brand does not equate to an automatic grant of trust. All five

respondents said that they would not trust the brand immediately after a partnership with an

influencer they follow.

Moreover, product endorsements and posts of beauty influencers on Instagram do not

directly contribute to the increase in the sales of the brand or company they are working with.

While the influencers spark interest and contribute to the engagement of the possible consumers,

their posts do not guarantee purchase from the target market. Respondents take into

consideration several factors before deciding to make a purchase.

As Respondent A stated, "before I buy a product, I still consider the factor of the

necessity to buy it, its ethicality, quality, and price". Respondent C supports this by explaining

that she will only buy the recommended product if she is also in need of it. Opposing to these

statements would be Respondent D, who claimed that it is likely for her to buy a product

recommended by the influencer since she is an impulsive buyer, yet it still depends on the

product.

From these varying responses, it can be observed that brand partnership with Instagram

beauty influencers do not necessarily ensure a boost to the sales of the product they are

endorsing. Instead, they serve as marketing avenues and help the brand reach a wider audience

which, along with the other buying factors, can eventually affect sales.
INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 16

Conclusion

Social media influencers are recently being acknowledged by companies for advertising

promotions, often targeting younger markets. Having established a large social reach and the

power to persuade by the credibility they are able to attain within the industry, this study

provides useful insights into the effectiveness of beauty influencers, specifically on the platform

Instagram, and their reviews and recommendations, on purchase intentions of female freshmen

college students. Given that the sample is part of the Generation Z where social media marketing

and online shopping are rampant, certain stages of their purchasing process are affected by

several factors, such as the existence and prevalence of influencers, or people with substantial

follower bases and affiliations with companies and brands.

From the conducted interviews, it can be concluded that Instagram beauty influencers do

not contribute strong persuasive effects to the purchase intention of the sample. Sales and the

image of the brand are not that strengthened by positive reviews, recommendations, and

endorsements from influencers concernings consumer perception. Their posts with evident

efforts to promote or introduce a company do not make much of a difference in the eyes of the

possible consumers. They only become informed, curious, and intrigued by the existence of the

brand, and not very much persuaded. This may be due to the several factors that a consumer

takes into consideration before actually purchasing a product. Moreover, there are a lot of

qualities that consumers look for before considering an influencer effective and trustworthy.

Nevertheless, this may still be perceived positively since the audience becomes engaged with the

brand and the products it offers.

Although these results were informative and descriptive enough, the study is not meant

to be taken as final and conclusive on the population since the sample size is too small to make
INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 17

generalizations. Moreover, time constraints limited the study to explore more variables that could

be useful to the conclusions. It is recommended for future researchers who wish to work on a

study related to this research to explore the other aspects of the effect of Instagram influencers.

They can add updated theories, investigate on other social media platforms like Twitter and

Facebook, or focus on different features of consumer behavior such as the psychological effects

of influencers to the target audience to gather a more comprehensive idea towards social media

personalities.
INSTAGRAM BEAUTY INFLUENCERS AND PURCHASE INTENTION 18

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