Endorsement: Its Role In Buying Interest In Cosmetics

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Randomized trial investigates how Instagram endorsements increase interest in cosmetics among young women.

Instagram endorsements significantly enhance consumer purchase interest for Somethinc products, especially for women aged 21-25.
The analysis reveals that effective product information delivery by endorsers is the primary driver of interest among respondents.
Using an attitude scale, 105 Instagram users assessed the impact of endorsements on their buying behaviors and preferences for cosmetics from Somethinc products with results showing a positive correlation overall. The study employs simple linear regression to analyze the data, confirming the effectiveness of social media strategies in modern marketing for cosmetics.

Rafiah et al. (2024) studied this question.

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