Social Media Influencers and Their Role in the Purchase Pattern of Products Among Females: Gender Aspects of Business Leadership in the Skincare Industry
In recent years, the skincare industry in South Africa has witnessed a surge in the popularity of skincare products among female students. With the increase in social media platforms and the rise of influencer marketing, there is growing interest in understanding the influence of social media influe...
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| Format: | Article |
| Language: | English |
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Academic Research and Publishing UG (AR&P)
2024-10-01
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| Series: | Business Ethics and Leadership |
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| Online Access: | https://armgpublishing.com/wp-content/uploads/2025/01/BEL_4_2024_12.pdf |
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| author | Nombuso Princess Khwela Steven Kayambazinthu Msosa Bhekabantu Alson Ntshangase |
| author_facet | Nombuso Princess Khwela Steven Kayambazinthu Msosa Bhekabantu Alson Ntshangase |
| author_sort | Nombuso Princess Khwela |
| collection | DOAJ |
| description | In recent years, the skincare industry in South Africa has witnessed a surge in the popularity of skincare products among female students. With the increase in social media platforms and the rise of influencer marketing, there is growing interest in understanding the influence of social media influencers on the purchase patterns of South African skincare products. Therefore, this study analyzed social media influencers and their role in the purchase pattern of South African skincare products among female students at university. An exploratory and qualitative study was undertaken, and data was collected from a purposive sample of 15 respondents at a selected university. The study shows that students are influenced to purchase skincare products based on influencer fidelity and expertise, attractiveness, confidence and consistency, and brand and influencer connection. This study is significant as it has explored the evolving dynamics of consumer behavior in the skincare industry, particularly among young women in South Africa. Understanding how social media influences purchasing decisions could help skincare companies modify their marketing efforts to better resonate with their target demographic. Furthermore, the findings of this study could help educational institutions, marketers, and practitioners understand the impact of influencer marketing on consumer purchasing decisions. Ultimately, the insights can help to improve ethical marketing methods and drive long-term growth in the skincare business. |
| format | Article |
| id | doaj-art-43c0326989b34889a499e7d970b134d9 |
| institution | Kabale University |
| issn | 2520-6761 2520-6311 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | Academic Research and Publishing UG (AR&P) |
| record_format | Article |
| series | Business Ethics and Leadership |
| spelling | doaj-art-43c0326989b34889a499e7d970b134d92025-01-15T12:29:59ZengAcademic Research and Publishing UG (AR&P)Business Ethics and Leadership2520-67612520-63112024-10-018417318510.61093/bel.8(4).173-185.2024Social Media Influencers and Their Role in the Purchase Pattern of Products Among Females: Gender Aspects of Business Leadership in the Skincare IndustryNombuso Princess Khwela0https://orcid.org/0009-0003-7776-4260Steven Kayambazinthu Msosa1https://orcid.org/0000-0001-9074-5644Bhekabantu Alson Ntshangase2https://orcid.org/0000-0002-5410-7036Adv. Dip. in Marketing, Department of Marketing, Faculty of Management Sciences, Mangosuthu University of Technology, South AfricaPh.D., Department of Marketing, Faculty of Management Sciences, Mangosuthu University of Technology, South AfricaPh.D., Mangosuthu University of Technology, South AfricaIn recent years, the skincare industry in South Africa has witnessed a surge in the popularity of skincare products among female students. With the increase in social media platforms and the rise of influencer marketing, there is growing interest in understanding the influence of social media influencers on the purchase patterns of South African skincare products. Therefore, this study analyzed social media influencers and their role in the purchase pattern of South African skincare products among female students at university. An exploratory and qualitative study was undertaken, and data was collected from a purposive sample of 15 respondents at a selected university. The study shows that students are influenced to purchase skincare products based on influencer fidelity and expertise, attractiveness, confidence and consistency, and brand and influencer connection. This study is significant as it has explored the evolving dynamics of consumer behavior in the skincare industry, particularly among young women in South Africa. Understanding how social media influences purchasing decisions could help skincare companies modify their marketing efforts to better resonate with their target demographic. Furthermore, the findings of this study could help educational institutions, marketers, and practitioners understand the impact of influencer marketing on consumer purchasing decisions. Ultimately, the insights can help to improve ethical marketing methods and drive long-term growth in the skincare business.https://armgpublishing.com/wp-content/uploads/2025/01/BEL_4_2024_12.pdfconsumer behaviourfemale studentsinfluencer marketingskincareuniversity |
| spellingShingle | Nombuso Princess Khwela Steven Kayambazinthu Msosa Bhekabantu Alson Ntshangase Social Media Influencers and Their Role in the Purchase Pattern of Products Among Females: Gender Aspects of Business Leadership in the Skincare Industry Business Ethics and Leadership consumer behaviour female students influencer marketing skincare university |
| title | Social Media Influencers and Their Role in the Purchase Pattern of Products Among Females: Gender Aspects of Business Leadership in the Skincare Industry |
| title_full | Social Media Influencers and Their Role in the Purchase Pattern of Products Among Females: Gender Aspects of Business Leadership in the Skincare Industry |
| title_fullStr | Social Media Influencers and Their Role in the Purchase Pattern of Products Among Females: Gender Aspects of Business Leadership in the Skincare Industry |
| title_full_unstemmed | Social Media Influencers and Their Role in the Purchase Pattern of Products Among Females: Gender Aspects of Business Leadership in the Skincare Industry |
| title_short | Social Media Influencers and Their Role in the Purchase Pattern of Products Among Females: Gender Aspects of Business Leadership in the Skincare Industry |
| title_sort | social media influencers and their role in the purchase pattern of products among females gender aspects of business leadership in the skincare industry |
| topic | consumer behaviour female students influencer marketing skincare university |
| url | https://armgpublishing.com/wp-content/uploads/2025/01/BEL_4_2024_12.pdf |
| work_keys_str_mv | AT nombusoprincesskhwela socialmediainfluencersandtheirroleinthepurchasepatternofproductsamongfemalesgenderaspectsofbusinessleadershipintheskincareindustry AT stevenkayambazinthumsosa socialmediainfluencersandtheirroleinthepurchasepatternofproductsamongfemalesgenderaspectsofbusinessleadershipintheskincareindustry AT bhekabantualsonntshangase socialmediainfluencersandtheirroleinthepurchasepatternofproductsamongfemalesgenderaspectsofbusinessleadershipintheskincareindustry |