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Perception of Filipino Skincare Product Users on the Effectiveness of Social Media Influencers vs Celebrity Endorsers as Brand Ambassadors

Author

Listed:
  • Rayne Lianne Lim

    (University of Santo Tomas, Philippines)

  • Mar Zhayvier Rosales

    (University of Santo Tomas, Philippines)

  • Alliah Therese Salazar

    (University of Santo Tomas, Philippines)

  • Earl Pantoja

    (University of Santo Tomas, Philippines)

Abstract

This study aims to examine the perspectives of females aged 18 to 25 years old who use skincare products residing in Quezon City. To determine which is effective as brand ambassadors in terms of social media influencers and celebrity endorsers, the researchers decided to conduct quantitative research, which was accomplished using structured questions on a Likert scale type of questions that focused on a list of themes and categories. According to the findings, social media is frequently used to learn more about the skincare products they want to buy. It demonstrates that social media was an effective channel for marketing products. In addition, based on the qualities provided in the survey, social media influencers are more effective brand ambassadors than celebrity endorsers. Furthermore, skincare products promoted by social media influencers are preferred purchases in comparison to celebrity-endorsed products.

Suggested Citation

  • Rayne Lianne Lim & Mar Zhayvier Rosales & Alliah Therese Salazar & Earl Pantoja, 2022. "Perception of Filipino Skincare Product Users on the Effectiveness of Social Media Influencers vs Celebrity Endorsers as Brand Ambassadors," Journal of Business and Management Studies, Al-Kindi Center for Research and Development, vol. 4(1), pages 131-139, January.
    • Handle: RePEc:alk:jbms00:v:4:y:2022:i:1:id:2921
    DOI: 10.32996/jbms.2022.4.1.16
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