THE INFLUENCE OF GMP LOGO INCLUSION IN INFLUENCER POSTS ON CONSUMER PRODUCT PERCEPTION: AN A/B EXPERIMENTAL STUDY IN MALAYSIA’S COSMETIC SME CONTEXT
DOI:
https://doi.org/10.35631/IJEPC.1162050Keywords:
Certification Cues, Influencer Marketing, GMP Logo, Product Perception, Purchase IntentionAbstract
The rapid growth of influencer marketing has intensified concerns regarding consumer trust, particularly within the cosmetic sector where perceived safety and credibility are critical. This study examines the impact of Good Manufacturing Practice (GMP) logo inclusion in influencer promotional content on consumer product perception. Using an experimental A/B testing design, participants were randomly assigned to view either a non-GMP stimulus (Image A) or a GMP-certified stimulus (Image B), with both visuals generated using artificial intelligence to minimise brand familiarity and influencer recognition bias. A total of 111 responses were collected, of which 100 valid cases were retained following attention-check screening. Product perception was measured using a composite construct encompassing credibility, perceived safety, and purchase intention. Reliability analysis demonstrated excellent internal consistency across all scales. Manipulation checks confirmed that participants clearly recognised the GMP cue. Independent-samples t-test results revealed a statistically significant difference between conditions, with the GMP stimulus producing substantially higher product perception scores compared to the non-GMP condition (M = 4.52 vs. M = 2.77, p < .001), accompanied by a large effect size (Cohen’s d = 1.35). The findings provide experimental evidence that GMP certification functions as a powerful visual trust cue in influencer-mediated cosmetic marketing. From a theoretical perspective, the results support signalling theory and the Elaboration Likelihood Model, highlighting how regulatory symbols reduce perceived risk and guide consumer judgement under conditions of limited information processing. Practically, the study underscores the importance of visible certification in influencer collaborations, particularly for small and medium-sized cosmetic enterprises seeking to enhance brand credibility and purchase intention. The results contribute to understanding how regulatory cues interact with influencer content to shape consumer perception in digital marketplaces.
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