CHAPTER FIVE

DISCUSSION, RECOMMENDATIONS AND CONCLUSION

5.1 DISCUSSION
The study's conclusions are presented in this chapter. It includes a research overview, findings,

and any relevant suggestions. The focus of this study is on three hypothesis constructs that

were taken from the literature and generated from accepted theory; a conceptual framework

was created using these ordered latent constructs, which was then examined using statistical

data analysis and square equation modeling. In this study, both secondary and primary data

were used as part of a mixed approach to research. We used 300 surveys to get feedback from

followers of influencers' pages.

The general objective of the research was to investigate the impact of social media platforms

influencing consumers intentions to purchase cosmetic product using online influencer page on

three different social media platforms. The following subsections contain key findings made

for each specific research questions.

5.1.1 Social media influencer marketing on purchase intention

The first objective of the study was to examine the effect of social media influencer marketing

on purchase intention of cosmetic products. The findings revealed that social media influencer

marketing has a positive and imperative effect on the purchasing intention of cosmetics product

by online influencers. This can be argued that increase in social media influencer marketing

increase the aggregate demand of cosmetics products thus increasing the price and quality of

the cosmetics products which align with (Ashley & Tuten, 2015).

Majority said they finds social media influencer's information convincing by buying the

cosmetics product that social media influencers promote. Claim by many is that they have been

positive impression towards the social media influencer to enhances is followers purchasing

1
 decision. On the same note because Instagram and Facebook are used more because both rural

and urban area uses it, this improved the purchasing power from the influencer, convincing all

those who follows because influencer promote personality. Majority base their argument that the

cosmetics product advice by influencers have the tendency to come with high quality, so

referring of friends and family will also be another benefit to the influencer agreed (Zietek,

2016).

5.1.2 Perceived behavioral control of cosmetics products

The second objective of the investigation was to identify the perceived behavioral control of

cosmetics products across social media platforms. The findings revealed that consumers of

cosmetics products believes that social media influencers must be trustworthy. This was

reinforced by the claims in which a high portion of the respondents accepted that trustworthy is

key, explaining further that trustworthy is based on personality. These key finding were

consistent with those authors who says Trust is one of the key roles in creating purchase

intention (Y. Li & Peng, 2021). Therefore, trustworthy will lessen consumers’ perceived risk

as well as perceived complexity in purchase decision making and at the same time enhance the

perceived certainty of expected results, thus, positively influencing purchase intention (Gefen

et al., 2003).

5.1.3 Acceptable social media platform towards purchase intent of consumers

The third objective of the research paper was to determine the acceptable social media platform

towards purchase intent of consumers using cosmetics products. Abreu (2019), concludes the

findings of his research that purchase intention is influenced by the authenticity of the

influencer and trust. The study conducted by the researchers above has the same goal, namely

to identify how social media influencers (marketers) influence purchase intentions.

2
 The study results found that there exist a positive direct association with Instagram platform.

However, the study further revealed that, although many of them used social media platforms,

with a favorite being Instagram, the objective for use of these social media platforms was not

only to see adverts or even buy online, but rather these platforms were used for other reasons

like generating and maintaining friendships as well as to seek new knowledge. For this reason,

most of the participants had seen all the features of Instagram as the best online platform for

communicating and showcasing of goods like cosmetics products which is inline with (shan et

al 2020).

5.1.4 Drive of purchase intention through social media influencer attributes

The study was also concerned with assessing the drive of influencer attributes towards

purchase intentions. The results shows that influencers credibility is virtually important in the

sales of cosmetics products meaning the more the influencers can earn credibility of the

followers, the more influencing and convincing the products appears. There are different

perspectives as to the actual drives to influencer attributes towards the cosmetics product,

among them are classy lifestyle, looking attractive and cultural value. An argument can be

made that all these agents drive the influencer attributes explained by the respondents who

strongly agreed to the decision which are determined by factors listed above. These key finding

were consistent with (tufuor and sackey 2019) who acknowledge the attribute of social media

advert are observed to be attractiveness of the influencer (classy lifestyle, good looking and

credibility).

In particular, the results demonstrated that social media marketing activities considerably

influenced consumers' purchase intentions, and all mediating variables strongly influenced

consumers' intention to buy cosmetics. The results of this study also showed that social media

3
 marketing activities were highly significant and effective for the responder. In order for social

media marketing activities to be accepted, influencers need to be very beautiful and good-

looking. Since this is a beauty-related business, there are several requirements that must be

fulfilled. Each independent variable must be associated with each dependent variable by more

than 0.3; the correlation becomes significant at 0.01. The moderate variables and the

independent variables have a 0.381 coefficient between them, and there is a 0.443 Pearson

correlation between the independent and dependent variables. As a result, social media

influencer marketing influences consumers' intentions to buy cosmetics positively across social

media platforms. The ideal match between social media influencers and businesses can

improve promotional performance and influence consumers' purchase intentions to purchase

goals (Park & Lin, 2020; Schouten et al., 2020).

5.2 RESEARCH IMPLICATION

This study was set out to examine the effects of social media marketing activities in positively

influencing the development of the two equity drivers that subsequently influence purchase

intention among cosmetic customers. We adapted Kim and Ko (2012) model to address our

research objectives and found that our results were consistent with those of the authors to a

certain extent. Similar to Kim and Ko (2012), social media influencer marketing activities

influencing purchase intention, influencer behavior and influencer attributes perception.

However, it is important to note that social media influencing marketing activities alone do not

exert a significant influence on purchase intention without the drives.

Looking over to how effective social media marketing are influencing purchasing intent, it can

be concluded that although followers use social media platforms, they actually do so not only to

patronize their cosmetics product but for other reasons such as to getting information’s that is

4
trending and entertainment purposes. This makes social media marketing more effective in

influencing purchasing power with respect to the patronage of cosmetic products. It can

therefore be concluded that social media marketing does have effects on purchasing intention

with respect to the patronage of cosmetic products, the effects however are meaningful.

Although we found that social media influencer marketing activities among cosmetic brands are

capable of influencing the two equity drivers, (attributes, and behavior) are subsequently

influencing purchase intention. While Ko and Kim (2012) found that value equity and brand

equity significantly influence purchase intention for luxury segment, our findings found that the

effects of relationship building are more important in helping to build brand equity and

subsequently increase purchase intention of cosmetic brands. Credibility is the set expectation

that consumers have on products and services. When exchange on social media takes place,

firms are able to match up to consumers’ expectations and thus create credibility equity (Lin et

al., 2016).

Therefore, while designing social media marketing activities, cosmetic firms must aim at

increasing their relationship with clients to tie them to their brands that will keep them returning

in the future to make purchases. Buyers will, in general, take part in various kinds of drives

engaging activities. Some of these drives add to the development of customer’s relationship with

the products - for example, classy lifestyle interaction such as liking or commenting on products

pages on social media sites because of the classy lifestyle of the public fighure (Solem &

Pedersen, 2016). In order to create attribute equity, it is important to also build a strong

relationship between the products and the consumer (Kuvykaite & Piligrimiene, 2014).

The majority of respondents follow influencers to stay up-to-date on popular news. Despite

regularly updating their profiles with subscriptions, the majority of study participants rarely

5
 subscribed to influencer channels similar to the results of prior research (Arli, 2017; Cheung et

al., 2012). The study revealed that the majority of the participants were very drawn to social

media influencer marketing and followed their pages. This was due to the features of social

media influencer activities (attributes, drive, and behavior control of the influencer towards the

cosmetics product) and their level of attractiveness. Information from social media influencers is

persuasive since they have the last word. Additionally, the majority of them confirmed that

social media influencers improve respondents' decisions, particularly when they have been

affected by the brands of whatever good or service is being promoted. Some respondents said

they preferred influencers to give them advice on what products to buy; thus, to be able to

engage their audience for more views and entertainment, influencers must study cosmetology

and become skin therapists which is consistent with the results of a previous study by Hayes &

Carr (2015)

5.3 RECOMMENDATIONS

From the study findings, its recommended that the key driver of social media influencing

marketing is the attribute and behavioral in purchase cosmetics products through online platforms

and improving the quality of advertisement put across the targets (followers). When a good

attribute in terms of personality and credibility created for the followers, the cosmetics product

result to increase in purchase intention. Also, when good behavior in terms of attitude and trust as

well can expand the result of marketing through the influencer. The majority of our respondents

clearly utilize Instagram and the other social media platforms that were included in this survey;

thus, it is suggested that influencer marketing efforts be more specifically tailored to the social

media environment in order to reach the majority of their objectives.

6
According to Clement (2019), researchers also advise that since many followers find social media

marketing helpful for reasons like attribute and behavior. Given that many of the study's

participants were highly attracted to social media content about cosmetics products, the

researchers make the following recommendation regarding the characteristics of social media and

their level of attractiveness: marketers of cosmetics should design their products to include more

videos, pictures, and text to ensure more reach and attraction.

According to Stevens et al., (2003), this study gives influencers several practical thoughts on

utilizing social media to compete in the social media market space. Consumers become more

involved with the brand, the more they are familiar with it. As such, influencers should utilize

several features on social media platforms (e.g., IG story on Instagram) and provide playful and

lively content to have high exposure and active engagement between the cosmetics products and

their followers, which may enhance familiarity in the consumers, and create an emotional

attachment on the consumers to increase brand awareness, brand engagement, purchase intention,

and ultimately maintain high profits in the long run.

Since influencer marketing by advertising on social media platform is the major tool used in

reaching the followers, then the government should put appropriate measures to eradicate fake

social media advertisement that can make the consumers loss their resources when transacting.

Proper utilization of social media leads to maximum benefit obtained, since one is up to date with

new cosmetic product while the government should strive to help the cosmetics producers

improve their quality by engaging at least one of their quality assurance officers in the producing

companies. This will ensure change in attitude, attributes and purchasing decision of the

advertised cosmetics on Instagram or other social media (Lu et al., 2014).

7
5.3 FUTURE RESEARCH

This study was effectively carried out. As the author reviewed the paper, the study

recommends that future studies should aim to broaden the knowledge on other factors that

affect the activities of social media advertisement with regard to cosmetic purchase product

where there are other intervening and moderating factors. Similarly, communication can be

added as another construct in the model, as Jaworski and Kohli (2006) explained that

communication is the first interaction between influencers and consumers in the value creation

process especially social media. Instagram is the leading social media influencing marketing

but study should further conduct more research because new social media platform are

surfacing (value creation programs) with good marketing features that can attract target better

than Instagram presently.