Visual communication on social media advertisement that influence consumer buying behavior on skin-whitening product

Abstract

Social media and beauty brands are a match made in heaven. Consumers are exposed to thousands social media ads specifically beauty brands match which are match made in heaven. Small to big brand are now realizing the importance of social media as requirement in in creating consumer attention as part of their marketing strategy that engender a positive effect on the attitude and sales intention towards the brand. Social media such as Instagram and Facebook ads are cost-effective, faster and better engagement in build brand awareness. Many believes social media ads generated immense exposure and engagement with online potential buyers as repertoire to be connected as a part of their integrated marketing communications strategy. Advertisers utilized the usage of social media with highly-crafted campaigns by telling a story such as reviewing the testimonial about the effectiveness of their product by enhancing the comments and feedback of the customers to reach marketing goals. However, not all the advertised product that purport to lighten the skin are illegal because they are also many unregistered brand that contain chemicals banned with the authority under safety regulations. This could not only cause with the misleading information but the users will easily trapped by the copy or/and visuals image featured in the ads. Desire for white skin that ingrained into the cultural aspects of beauty ideals made most of the consumers or potential buyers just rely solely on the information which is fed by the advertisers. The objective of this research is to discover consumers’ opinion towards persuasiveness and believability in social media advertisement. This research is developed by using mixed method in enhancing survey and content analysis. The important of the research is to look at the key factor implied by the marketers in their content ideas of visual communication in attracting the audience and how they motivate the potential buyers in their online purchasing process.