The Influence of Social Media Influencers on Online Purchase Intention of Beauty Products in Malaysia: Moderating Role of Consumer Skepticism

Abstract

This study explores the influence of social media influencers on online purchase intentions for beauty products among Malaysian millennials, integrating consumer skepticism as a moderating variable. Grounded in the Elaboration Likelihood Model and Source Credibility Theory, the research investigates four key influencer attributes—trustworthiness, expertise, likeability, and similarity—and their impact on purchase behavior. Utilizing a quantitative methodology, data were collected from 200 respondents via a structured online questionnaire. Partial least squares structural equation modeling was employed to test the proposed relationships and moderation effects. The findings reveal that trustworthiness, likeability, and similarity significantly enhance online purchase intentions, while expertise shows no notable effect. Consumer skepticism moderates the relationships involving trustworthiness and likeability but not expertise or similarity, underscoring the nuanced role of skepticism in shaping consumer behavior. This research advances theoretical understanding by highlighting the interplay of influencer attributes and skepticism and provides actionable insights for marketers to design transparent, effective influencer campaigns in the beauty industry. Future studies are recommended to expand the scope by incorporating additional variables and diverse contexts.