Taiwan: influencer endorsements effect on purchases by product type 2020

Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a consumer survey conducted by Rakuten Insight in October 2020, a majority of respondents from Taiwan who had followed social media influencers stated that they had bought products recommended by influencers. Endorsed cosmetics were the most commonly bought products with 42 percent respondents saying that they had made a purchase.

Impact of influencer endorsements on buying in Taiwan as of October 2020, by product type

Characteristic	Share of respondents
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Release date

January 2021

More information

Region

Taiwan

Survey time period

8 to 31 October, 2020

Number of respondents

3,689 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 2,242 female and 1,447 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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