The Effect of Youtube Influencer on Purchasing Cosmetic Product in Bangkok

Running head: MARKETING
Research Proposal: The Effect of Youtube Influencer on Purchasing Cosmetic Product in
Bangkok
Name of the Student:
Name of the University:
Author Note:

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TOC:

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Abstract:
The theme of the research represents the impact of the Influencer of a social media platform on
the purchase decision of the buyers of cosmetic products. YouTube was selected as the area of
the research. The purpose of the study lies in examining the factors that influence the attitude of
customers of Bangkok on the purchasing of cosmetic products triggered by the YouTube
Influencer. The research will primarily focus on the aspect of Influencer that has been recently
driving consumer decision quite recently. The research puts across a quantitative method through
survey questionnaire in finding the customer insights.

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Table of Contents
1. Introduction..................................................................................................................................4
1.1 Research Background................................................................................................................4
1.2 Research Questions:...................................................................................................................5
1.3 Research Goals..........................................................................................................................6
1.4 Research Objectives...................................................................................................................6
1.5 Contribution...............................................................................................................................7
2. Literature Review........................................................................................................................7
2.1 Purchase Intentions of Consumer:.............................................................................................7
2.2 You Tube Influencer Marketing:...............................................................................................8
2.3 Impact of Influencers on Customers..........................................................................................9
2.4 Influencer Marketing Beats All Advertising...........................................................................11
2.5 Influencer Marketing and Product Awareness:.......................................................................11
2.6 GenZ and Millennial Everyday Connection with Influencers:................................................12
2.7 Preference of Influencers amongst Consumers:......................................................................14
2.8 Influencer Marketing Drives Purchases...................................................................................15
2.9 Conceptual Framework............................................................................................................15
3. Research Methods......................................................................................................................17
3. 1 Types of Investigation............................................................................................................17
3.2 Sampling Techniques...............................................................................................................18
3.3 Data Collection Technology....................................................................................................18
3.4 Analysis...................................................................................................................................19
4. Timetable:..................................................................................................................................19

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5. Conclusion:................................................................................................................................21
References:....................................................................................................................................22

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1. Introduction
1.1 Research Background
There has been an emergence in online marketing with rising demand for online products.
Nowadays Companies also find difficulty in maintaining pace with the numerous demands of the
visitors on the web sites. The increasing traffic on the internet has compelled every organization
to opt for online marketing. Online marketing however encompasses each and everything a
business does in promoting itself (Kingsnorth2019). It has been found that there have been
changes in the ways of conducting a business due to the affordable and easier means of accessing
information across any corner of the world (Bordonaba-Juste et al.2012). This access has made it
easier to offer close to fifty thousand products on a digital platform which was close to
impossible for a physical department store (Westerman, Bonnet and McAfee 2014). In other
words, internet has not only allowed real time access, complete connectivity and a simplistic
interface thereby leading to the creation of an environment for conducting the business process
thus helping in maintaining and establishing business relations. The newer wave of marketing
has led to the creation of an entire set of the trends that companies required to look at and
incorporate provided they wanted to sustain the business (Tiagoand Veríssimo 2014).
Nevertheless, the advancement in technology and emergence of the internet also led to
marketing via social media. Although started as a platform where individualscould only share the
photos of friends and family, social media gradually evolved in becoming more powerful when it
came to business (Laroche, Habibiand Richard2013). Social media platform acts as the key
component for the marketing strategies for the organization. It has been found that close to 74