Consumers Attitude towards Skincare Products Endorsed by Filipino Macro-Influencers on Instagram

Abstract

Public figures such as celebrities, social media influencers, vloggers, and politicians are some of the widely used endorsers in industries such as the beauty and personal care industry. These public figures promote products and or brands to spread awareness and increase the sale of the company. This study aims to know if the Filipino Macro-Influencers can affect the consumers' purchasing behavior: to determine if the use of Filipino macro-influencers is effective and how they can help the consumers' decision-making, and to know the consumers' perception towards the products that these personalities endorse. The researchers conducted a purposive and simple random sampling survey to gather data that will target 216 Instagram users who are consumers of skincare products using online questionnaires. The accurate results using PLS-SEM show that the independent variable, Filipino Instagram Macro-influencers, has a significant effect on the four independent variables, purchase intention, decision making, consumers trust, and positive eWOM of the consumers of skincare products.