A Study on the Influence of Instagram Marketing Strategies on Consumer Purchase Intention of Cosmetic Products

This study investigates how Instagram marketing has an impact on consumer intention to buy beauty products, focusing on influencer credibility, quality of content and brand engagement as the primary factors. Consumers tend to be highly involved with the purchase of beauty products and therefore have a high level of perceived risk. As such, - consumers actively search for credible information, read reviews and view demonstrations of products before deciding whether or not to buy. With its ability to incorporate visual imagery, influencer marketing, user-generated reviews and targeted advertisements, Instagram has become a leader in supporting consumers through their purchase decision-making process. Data was collected using a survey from 130 participants and subjected to testing for reliability, chi-square tests for analysis of data and regression testing based on the data using SPSS. The results of the analyses indicate that influencer credibility has the greatest effect on purchase intentions, with content quality and brand engagement also contributing to the predictive power on purchase intention. Taken together these three factors account for a significant amount of variance in consumer purchase intentions. In addition to identifying the key factors affecting purchase intentions on Instagram through survey data, the researchers applied the AIDA model to demonstrate how Instagram marketing affects consumers' attention, interest, desire and action. Finally, this research provides important implications for managers in the beauty product industry to develop a schedule for implementing Instagram marketing strategies that build consumer trust, decrease consumer perceptions of risk, and increase ultimately lead to increased consumer purchase intentions.