A Study of the Behavior of Generation Y Consumers Who are Interested in Consuming Beauty Products on The Instagram Platform
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Abstract
The purpose of this research mainly was to study Insight behaviors of Generation Y female consumers who are interested in consuming beauty products on Instagram through the Simply Q brand influencers. This is a qualitative research study by conducting the face-to-face, in-depth interviews with 15 people. General behavior relating to the online media users, specifically the Instagram platform usage and purchasing decisions of the Simply Q brand was examined. Together with this, consumer insights and perceptions towards the brand influencer were investigated. The results showed that the generation Y female consumers whose age was between 25 and 42 years possessed the very similar insights. Low self- esteem was the main reason and other related insights, including fear of missing out, identity presentation and impression management, and pride. These insights were expressed through the consumers’ daily lives, i.e. fear of being rejected and fear of not being loved by the people around. These insights, consequently, affected on the consumers’ social media behavior, especially Instagram and on decision-making towards the beauty influencer presentation content and towards cosmetics purchasing behavior. It can be seen that understanding consumer insights enables brands to be able to communicate with their target audiences effectively and increase market opportunities.
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