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 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.