Impact of influencer endorsements on buying in Taiwan 2023, by gender and item type
Rakuten Insight in May 2023, a majority of respondents from Taiwan who had followed social media influencers said that they had bought products recommended by influencers. Among such respondents, cosmetics were the most commonly bought products among female respondents (54 percent), whereas consumer electronics and gadgets were the most popular items among male respondents (42 percent).
Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a consumer survey conducted by