Impact of Instagram and Influencer Marketing on Taiwanese Female Millennials' Skincare Behaviors During COVID-19 and Post-COVID-19

Lai, Pei-Han (2024) Impact of Instagram and Influencer Marketing on Taiwanese Female Millennials' Skincare Behaviors During COVID-19 and Post-COVID-19. Masters thesis, Dublin, National College of Ireland.

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Abstract

The primary focus of this study is to explore the effects of Instagram and influencer marketing on the skincare behaviors among Taiwanese female millennials, in post-COVID-19 pandemic. The study looks at how consumer tastes and purchasing decisions have changed as a result of the shift to digital platforms that led to social distancing and higher online activity. The report analyses the growth of Instagram, its relationship with younger consumers and assesses how this platform has become a primary channel through which skincare brands or influencers reach out to this group by inciting awareness and preference for products — predominantly Korean /Japanese vanguard ones. The qualitative interviews show that Instagram influencer recommendations were considered more trustworthy than traditional advertising and influenced skincare routines, as well as loyalty to brands. Not only have the researcher printer that words, but also locked in influencer with this new consumer fears and behaviors really into a long future history of skincare marketing evolution. The information revealed presents useful learnings for any brand looking to pursue the post-Covid market opportunity and use Instagram, as well as influencer collaboration more broadly, in gaining — or holding onto its gains — within the context of skincare.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Bane, Michael UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Cosmetics Industry R Medicine > Diseases > Outbreaks of disease > Epidemics > COVID-19 Pandemic, 2020- H Social Sciences > HF Commerce > Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Aug 2025 10:41
Last Modified:	14 Aug 2025 10:41
URI:	https://norma.ncirl.ie/id/eprint/8529

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