The Effectiveness of Influencer Marketing on Social Media: Facial Cosmetics Targeting Generation Y and Generation Z in Bangkok

Abstract

The research is aimed at analyzing and determining the effectiveness of Influencer marketing of facial cosmetics as perceived by Generation Y and Generation Z in terms of their word-of-mouth communication and purchase decision-making and exploring the significance of the types of the advertising process, communicative channels, and different methods of communication which are used to convey information about facial cosmetic products to Generation Y and Generation Z. This study utilizes an analysis of these topics through the use of a qualitative research methodology applying an online interview to gather the information. With this study, it identifies the value influencers have in the new advertising media while their communicative talents and various channels of social media have allowed them to reach out to the Millennials and Gen Z. The results therefore show that the many viewers and individuals who find their purchasing decisions and daily lives impacted by their favorite influencers are drawn towards content that is quick, easily accessible and contain entertainment value.