Impact of influencer endorsements on buying in Hong Kong 2023, by item type

Published by
Lai Lin Thomala,
Jun 20, 2023
Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a consumer survey conducted by Rakuten Insight in May 2023, a majority of respondents from Hong Kong who had followed social media influencers stated that they had bought products recommended by influencers. Endorsed cosmetics were the most commonly bought products with a 44 percent approval rate.

Impact of influencer endorsements on buying in Hong Kong as of May 2023, by product type

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Release date

June 2023

Region

Hong Kong

Survey time period

May 11 to 31, 2023

Number of respondents

1,323 respondents

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

Original survey question:
What type of product have you purchased because it was endorsed by an influencer? (multiple answers allowed)

The question was asked among 909 female and 414 male respondents who had followed at least one influencer on social media and had purchased the items promoted by the influencer.

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Overview

4

Leading markets

4

Social media platforms

4

Influencers

4

Audience

3

Consumer behavior and preferences

5

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Topics

E-commerce advertising and marketingE-commerce worldwideSocial media advertising and marketing worldwideInfluencer marketing worldwideArtificial intelligence (AI) use in marketing
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