Social media influencers play a role in the beauty industry by making it more accessible and diverse, engaging in cultural acceptance and diversity, and making their lives public through social media. Known as 'beauty gurus', these influencers use their makeup skills to work with cosmetics brands, in which they earn substantial remuneration by raising brand awareness among social media audiences. While work was conducted on social media influencers, there was no clear focus on how influencers engage with young millennials regarding the choice of cosmetics products and its use. Hence, this study analysed the beauty 'gurus' credibility in influencing young female millennials' cosmetics brands of choice. A survey method was used to collect data using a judgemental sampling from young females who have subscribed and observed makeup tutorials on social media platforms, such as YouTube, Instagram, and Facebook, among many others. Additionally, a total of 271 usable questionnaires were gathered and analysed using AMOS. Credibility traits, such as knowledge, attractiveness, and relatability, were the core elements of an influencer's capability to influence young millennials. Social media influencers were seen as a new and effective marketing tool in targeting a broad demographic and increasing brand awareness.
The use of social media has increased during the COVID-19 pandemic because people are isolated and working from home. The use of social media enhances information exchange in society and may influence public protective behavior against the COVID-19 pandemic. The purpose of this study is to identify the factors affecting public protective behavior when relying on COVID-19 pandemic-related content shared on social media. A model based on Protection Motivation Theory (PMT) was proposed and validated using a quantitative survey approach. A questionnaire was distributed to random respondents, and 488 responses were received and analyzed using Smart-PLS software. The findings showed that perceived risk, e-health literacy, public awareness, and health experts' participation influence public protective behavior when using social media to share COVID-19-relevant content. The outcomes of this study can enhance government agencies' and public health care authorities' understanding of how to use social media to raise awareness and reduce panic among the public.
Value Co-Creation (VCC) plays a major role in engaging knowledgeable individuals in a community via innovation, problem solving, and new service/product development. This study investigates the personal factors that influence individuals' engagement in value co-creation in Higher Education Institutions (HEIs) through the use of online platforms. Some higher education institutions have successfully established or used appropriate online platforms, such as online forums, web applications, and mobile applications to engage their community in ideation or crowdsourcing as a part of the value co-creation process. On the other hand, some HEIs have failed to engage their community in value co-creation activities, and even if they managed to engage some individuals in value co-creation once, they failed to sustain these individuals' engagement in value co-creation using online platforms. Using the Stimulus Organism Response (S-O-R) framework, this study examines the relationship between relevant personal factors (commitment and knowledge self-efficacy) and other motivational factors that provide perceived benefits with value co-creation engagement. Data was collected from 308 respondents at five Malaysian research universities. The software analysis tool Smart PLS is used for data analysis and validation. The results demonstrate that personal factors and perceived benefits as a motivational factor has a significant effect on individual engagement in value co-creation. However, the significance of these findings varies from one individual to another. The implications of these findings are discussed.