Pages: (49-71 )
Abstract
Social media influencers play a significant role in shaping the skincare product preferences and purchasing behaviours of undergraduates. This study examines the impact of social media influencers on skincare product patronage among Redeemer’s University undergraduates, focusing on the social media platforms they rely on, the types of influencer content that influence their purchasing decisions, the factors driving engagement with skincare content, and the extent to which they trust skincare product advertisements. A quantitative survey research design was employed and 377 undergraduates recruited for the study. Findings revealed that YouTube and Instagram are the most influential platforms for skincare-related information and user-generated content, such as testimonials and peer reviews, plays a crucial role in purchasing decisions. The study concludes that social media influencers significantly shape skincare product preferences among Redeemer’s University undergraduates. Their ability to create engaging and relatable content makes them more credible than traditional advertising or peer recommendations. The study recommended that skincare brands targeting this demographic should invest in collaborations with influencers and focus on platforms like Instagram and YouTube to maximise impact.
Keywords: Social Media, Social Media Influencers, Skincare Products, Patronage, Undergraduates,