Concept Paper 1

A. Proposed Title/Topic:

The Impact of Testimonial Marketing and Reviews on Consumer Behavior in the

Skincare Industry.

B. Background of the Study

The skincare industry is a dynamic and constantly changing field. In today's market,

testimonials and reviews have become a crucial aspect in marketing strategy, significantly

shaping how brands present themselves. Far from being just marketing tactics, testimonials and

reviews act as powerful persuasive tools for potential buyers, often being the deciding factor

when it comes to their purchasing decisions. (Narciso, 2023)

Skincare, as a product category, is a deeply personal and subjective experience , catering to the

unique skin type needs and preferences of individual consumers. As a result, consumers actively

search for authentic, relatable testimonials and reviews to guide their purchasing decisions.

These testimonials and reviews offer a glimpse into the actual user experience of a product,

delivering first hand information about its effectiveness, possible side effects, and overall

performance.

Especially in the skincare industry, these testimonials and reviews are more than just feedback.

They are invaluable resources for consumers as well, allowing them to make sensible choices

based on the experiences of others. Additionally, these feedbacks also serve as a useful tool for
brands in allowing them to understand their consumers' needs and preferences better--leading

them to adjust their product offerings if needed.

In the digital age, social media platforms, specifically TikTok, have significantly increased the

impact of testimonials and reviews on consumer behavior in the skincare industry. TikTok, with

its short-form video content and significant user engagement, has become a potent platform for

sharing skincare product reviews. (Girčys, 2023) These reviews, often created by fellow

consumers or influencers, reach a vast audience and significantly influence their purchasing

decisions. (Liu, Q. 2023)

Moreover, the authenticity and relatability of TikTok content, combined with the platform's

algorithm that tailors the user’s feed based on their interests, has made it a powerful tool for

disseminating skincare testimonials. It provides consumers with a plethora of real-life

experiences highlighting a product's effectiveness, potential side effects, and overall

performance.

This study intends to explore this phenomenon further, by investigating the importance of

testimonials and reviews play in shaping consumer behavior in the skincare industry. It seeks to

understand the dynamics of this relationship--its effects and implications for both consumers and

skincare brands. By providing a comprehensive understanding of this topic, the study will

contribute to the current knowledge on consumer behavior in the skincare industry, offering

valuable insights for students, researchers and industry professionals as well.

C. Statement of the Problem

 This study seeks to understand the effects of testimonial marketing and reviews on

consumer behavior in the skincare industry. Specifically, it will answer the following questions:

1. What is the profile of the respondents in terms of:

a. Age

b. Sex

2. What types of testimonials and reviews are consumers aware of and exposed to in the

skincare industry?

3. How do these testimonials and reviews influence consumer purchase decisions?

4. Is there a significant relationship between consumer exposure to testimonials and reviews

and their purchasing behavior?

5. What is the perceived credibility of testimonials and reviews among consumers?

6. How do testimonials and reviews affect brand loyalty in the skincare industry?

D. Significance of the Study

This research will provide insights into the role of testimonial marketing and reviews in

influencing consumer behavior in the skincare industry. The findings will benefit:

1. Consumers: This study will be a handy resource for consumers, helping them make

informed decisions when buying skincare products.

2. Skincare Brands: The insights gained from the research will offer skincare brands useful

tips on how to effectively use testimonials and reviews to positively sway consumer

behavior.
 3. Marketing Professionals: The research will deepen their understanding of how

testimonial marketing and reviews influence consumer behavior, assisting them in

creating more impactful marketing strategies.

4. Students: For those studying marketing or consumer behavior, the research will serve as

a practical case study demonstrating the power of testimonials and reviews in shaping

consumer behavior.

5. Future Researchers: The study will contribute to the existing body of knowledge and

could be a stepping stone for future research in the field of testimonial marketing and

consumer behavior.

E. Related Literature

Various Skin types and condition

The understanding of skin types is essential in the skincare industry. As per the literature,

skin can be broadly classified into five categories: normal, oily, dry, combination, and sensitive.

Normal skin is characterized by a balanced level of moisture, small pores, and few

imperfections. It is neither too dry nor too oily and exhibits a radiant complexion (Arabi, P. M.,

Joshi, G., Reddy, R. N., Anusha, S. R., & Archa, P. S., 2017).

On the other hand, oily skin, often prevalent in younger individuals, is associated with excess

oils and enlarged pores due to overactive sebaceous glands (Arabi, P. M., Joshi, G., Reddy, R.

N., Anusha, S. R., & Archa, P. S., 2017). The result is a shiny, thick, and heavy-textured skin,

particularly in the T-zone – the forehead, nose, and chin. It is important to note that as
individuals age, their skin tends to become drier. This transition indicates the dynamic nature of

skin types and the need for adaptable skincare products and routines.

This literature review emphasizes the importance of understanding skin types in the skincare

industry. Such knowledge guides the development of products and marketing strategies.

Furthermore, it reinforces the need for skincare brands to educate their consumers, helping them

identify their skin type and choose suitable products.

Risks and Perceptions in Skincare

Consumer behavior in the skincare industry is influenced by multiple factors. One area of

significance is the perception of risk among consumers, particularly in emerging markets like

China. As disposable income and skincare awareness increase among Chinese consumers, it

becomes crucial for businesses to comprehend their risk perceptions. Research in this area often

involves qualitative methodologies, allowing for an in-depth understanding of consumers' risk

perceptions and strategies to mitigate these risks (Yifan, T., 2019).

Testimonials and reviews are becoming increasingly influential in shaping consumer behavior in

the digital age. Platforms like TikTok have exponentially amplified the impact of consumer

reviews. These reviews provide potential buyers a glimpse into the real-life user experience of a

product, including its effectiveness, potential side effects, and overall performance. For skincare

brands, such platforms are invaluable sources of feedback, enabling them to better understand

and meet consumer needs (Yifan, T., 2019).

As consumers prioritize comfort and safety while purchasing skincare products, they seek high-

quality items. High-quality Indonesian-made skincare products must adhere to all applicable
health regulations. A study aimed to find out whether product quality can effectively mediate the

effects of brand image, customer value, and digital marketing on repurchase decisions. The

research discovered that product quality bridges the gap between brand image and customer

value when it comes to making repeat purchases. However, it doesn't play a similar role in

connecting digital marketing efforts to repurchase decisions. The brand image of skincare

products enhances the consumer’s decision to repurchase (Komari, A., 2023).

In conclusion, understanding consumer perceptions and the influence of testimonials and reviews

in the skincare industry is crucial for skincare brands. These insights are instrumental in

developing effective marketing strategies and meeting the unique needs of their consumers.

Furthermore, product quality is a strong mediator and one of the factors influencing consumers’

repurchasing decisions.

Understanding Consumers’ Emotions and Sensory Experience for Skincare Products

Understanding the consumer experience regarding the hedonic, sensory, and emotional

aspects of products is essential in driving consumer-centric product design, particularly in the

beauty care category. Research in this realm has been conducted from two perspectives: liking,

which is the traditional measure of consumer preference, and beyond liking, which delves into

the emotional responses elicited by products (Zhang, C., 2021).

The study of emotions elicited by personal care products has garnered interest among researchers

in the sensory and consumer field. This interest is driven by the potential of these emotional

responses to provide insights beyond the traditional measure of consumer liking, aiding in better

product differentiation and communication. For instance, an evaluation of perfumes conducted

by Zhang, C. (2021). revealed that two perfumes of the same perceptual category, despite

receiving similar hedonic ratings, differed in the feelings they induced among consumers.

Understanding these emotional experiences that consumers seek and perceive from a product

could aid companies in designing their products in a way that reinforces the desired values and

benefits. This method is especially applicable to the personal care sector, where the emotions

induced by a product result from its scent, texture, and visual appeal.

In the context of beauty care products, conventional sensory and consumer data, as well as online

product reviews, are valuable resources for exploring consumer experience. The emergence of

online product reviews has added a new dimension to understanding consumer behavior, with

consumers increasingly relying on these reviews to make purchase decisions.

The review of the literature suggests that a comprehensive understanding of consumer behavior

in the beauty care category requires a multi-faceted approach. This approach should encompass

traditional measures of consumer liking, emotional responses triggered by products, and insights

gathered from online product reviews.

Online Skincare Advertising

The study begins with an examination of how cultural values are reflected in online

skincare advertisements, specifically between countries with different cultural influences, and

further investigates what values consumers maintain and shift. Research indicates that

advertisements, acting as mirrors of culture, reflect values that are deemed relevant to consumers

(Chen, C., Chen, C., & Cañete, A. M.,C. ,2017).

A study focused on the strategic manipulation of slogan values, brand prominence, product

prominence, and the context of online skincare advertisements to transmit implicit messages to

the receiver. The results underscored that the concept of beauty, as depicted in online skincare

advertisements and perceived by consumers, is socially and culturally constructed. Its meanings

are maintained and altered by social forces and the globalized communication of advertising

media. This highlights the potent influence of culture and society in shaping consumer

perceptions and behaviors in the skincare industry.

As online skincare advertisements increasingly become a conduit for cultural values and social

norms, they play a significant role in molding the consumers' notion of beauty. Therefore,

understanding the subtle cultural nuances and consumer values reflected in online skincare

advertisements becomes crucial for skincare brands. This could aid them in crafting

advertisements that resonate with their target audience, thereby influencing their purchasing

decisions effectively.

Impact of Beauty Vloggers on Consumers Purchase Behavior

The increasing prevalence of smartphones and online social platforms, has significantly

transformed people's lives. Among these transformations, watching short videos has emerged as

a popular form of leisure and entertainment. Vloggers, who provide these high-quality videos,

have garnered a substantial and growing audience. Their content, filled with personal thoughts

and perspectives, consciously or unconsciously influences the behavior and thoughts of the

public, thereby making referral advertising by vloggers an emerging marketing method. (Su, X.,

2022)
This phenomenon has attracted attention from brands, leading to an increasing interest in

understanding the factors that influence consumers' attitudes towards blog recommendations. As

stated by Su, X. (2022), It is also crucial to comprehend the extent to which consumers' purchase

intentions are influenced by vloggers' attitudes towards brands.

The study's findings suggest that the perceived benefits and information quality brought by vlogs

significantly influence consumers' attitudes towards vlogger’s recommendations, and

consequently towards brands. More importantly, they effectively induce changes in consumers'

purchase intentions, including attitudes towards vlogger’s recommendations and attitudes

towards brands. (Su, X., 2022)

It indicates that the role of vloggers and their recommendations significantly impact consumers'

attitudes and purchase intentions, providing valuable insights for brands seeking to leverage this

new form of marketing.

How beauty influencers on TikTok can affect the purchasing decisions of consumers in the

skincare industry

The impact of beauty influencers, particularly on social media platforms like TikTok, on

consumer behavior and sales in the cosmetics industry has been a subject of increasing interest.

The research by Liu, Q. (2023) suggests that beauty influencers can significantly enhance

product sales, highlighting their influential role in shaping consumer behavior.

The study demonstrates the power of beauty influencers in the digital age, particularly on

platforms like TikTok, where short-form video content allows for personal and engaging product
recommendations. The findings by Liu, Q. (2023) highlight the importance for businesses in the

cosmetics industry to leverage these influences as part of their marketing strategy.

However, it's also important to consider the authenticity and credibility of these influencers, as

their impact is directly tied to their perceived trustworthiness by consumers. Future research

could delve deeper into understanding the criteria consumers use to evaluate the credibility of

beauty influencers and how it affects their purchasing decisions.

F. Methods

Research Design

This study will use a quantitative research methodology. The goal is to understand the

demographic profile of the participants, determine the types of testimonials and reviews they are

aware of and exposed to, and describe the effects of these testimonials and reviews on the

participants' behaviors.

Research Instrument

The primary instrument for this study will be a structured questionnaire. It will be used to

collect data from participants regarding their exposure to and perception of testimonials and

reviews.

Participants of the Study

The study will target individuals aged 18 years and above who have experience

purchasing skincare products.

Data Collection

Data will be collected through the distribution of questionnaires. The questionnaires will

be administered in person or sent through mail to a randomly selected sample of consumers to

ensure a representative sample.

G. References

Narciso, N. D. (2023, July 19). The power of reviews and customer testimonials | Debutify
Reviews. Debutify.
https://debutify.com/blog/reviews-and-testimonials-best-practices/#:~:text=Reviews
%20and%20testimonials%20have%20a,promises%20and%20meets%20customer
%20expectations.

Girčys, A. (2023, August 21). 8 Strategies for Marketing to Gen Z Online | APG Media. APG
Media. https://apg.agency/8-strategies-for-marketing-to-gen-z-online/

Liu, Q. (2023). How beauty influencers on TikTok can affect the purchasing of

cosmetics. EDP Sciences. https://doi.org/10.1051/shsconf/202316502022

Arabi, P. M., Joshi, G., Reddy, R. N., Anusha, S. R., & Archa, P. S. (2017). Categorising Normal

Skin, Oily Skin and Dry Skin using 4-Connectivity and 8-Connectivity Region

Properties. International Journal of Advanced Networking and Applications,

Suppl.Special Issue - 1st National Conference on Biomedical Signal and Image

Processing (NCBSI-16 Nov-16, Dept.of BME, Held at ACSCE, Bangalore), 8(4), 13-15.
 https://www.proquest.com/scholarly-journals/categorising-normal-skin-oily-dry-using-

4/docview/2762024450/se-2

Komari, A. (2023). Product quality as a mediating variable in repurchase decisions: The case of

Indonesian skincare products. Innovative Marketing, 19(3), 123-133.

https://doi.org/10.21511/im.19(3).2023.11

Zhang, C. (2021). Understanding Consumers’ Emotions and Sensory Experience for Beauty Care

Products (Order No. 28717828). Available from ProQuest Dissertations & Theses A&I.

(2585556802). https://www.proquest.com/dissertations-theses/understanding-consumers-

emotions-sensory/docview/2585556802/se-2

Chen, C., Chen, C., & Cañete, A. M.,C. (2017). Mirror of beauty: Cultural values reflected in

online skincare advertising in the Philippines and Taiwan. Corporate Management

Review, 37(2), 127-158. https://www.proquest.com/scholarly-journals/mirror-beauty-

cultural-values-reflected-online/docview/2102826873/se-2

Su, X. (2022). The Impact of Beauty Vloggers on Consumers Purchase Behavior (Order No.

30652524). Available from ProQuest Dissertations & Theses A&I. (2890432374).

https://www.proquest.com/dissertations-theses/impact-beauty-vloggers-on-consumers-

purchase/docview/2890432374/se-2