Publicação
The role of digital influencers on the makeup brands consumer behaviour
| Resumo: | Increasing influence of social media into people’s daily lives has established it as a powerful marketing platform. Consumers turn to online sources when making product decisions since the Internet and social media allows for better and more accessible exchange of information. In recent years, brands have acknowledged the importance of investing resources in social media marketing and Influencer marketing. Therefore, it is important for brands to understand what characteristics consumers value in Digital Influencers. Digital Influencers can create content in several areas such as fitness, food, lifestyle, beauty, amongst others. Beauty and makeup products are highly experimental in nature, which comes with its own risks. Consumers turn to beauty Digital Influencers before making a purchase decision since these Influencers create content where they review products, do makeup tutorials and explore in-depth the characteristics and possible applications of a product. This study explores the effect of the Influencer’s source credibility, including trustworthiness, attractiveness and expertise, on consumer well-being, brand attitude and purchase intention of recommended beauty and makeup products. Additionally, it explores the relationship between purchase intentions and purchase behaviour. A conceptual model explaining the different relationships between the constructs is presented. A quantitative approach was adopted through a questionnaire survey. A sample of 245 valid responses were collected from beauty consumers. The results showed that trustworthiness positively influences purchase intention and brand attitude, attractiveness has a positive impact on consumer well-being and brand attitude. Consumer well-being and brand attitude positively influence purchase intention. No significant results were found related to expertise. Finally, findings indicate that purchase intention leads to purchase behaviour. These findings provide significant and relevant information not only for marketing professionals and brands that seek to work with Influencers on social media, but also for Digital Influencers who can improve and make their content more attractive and persuasive for consumers. |
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| Autores principais: | Santos, Cláudia Sofia Dias dos |
| Assunto: | Social media Influencer Source credibility Brand attitude Purchase intention Purchase behaviour Beauty and makeup products |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Aveiro |
| Idioma: | inglês |
| Origem: | RIA - Repositório Institucional da Universidade de Aveiro |
| Resumo: | Increasing influence of social media into people’s daily lives has established it as a powerful marketing platform. Consumers turn to online sources when making product decisions since the Internet and social media allows for better and more accessible exchange of information. In recent years, brands have acknowledged the importance of investing resources in social media marketing and Influencer marketing. Therefore, it is important for brands to understand what characteristics consumers value in Digital Influencers. Digital Influencers can create content in several areas such as fitness, food, lifestyle, beauty, amongst others. Beauty and makeup products are highly experimental in nature, which comes with its own risks. Consumers turn to beauty Digital Influencers before making a purchase decision since these Influencers create content where they review products, do makeup tutorials and explore in-depth the characteristics and possible applications of a product. This study explores the effect of the Influencer’s source credibility, including trustworthiness, attractiveness and expertise, on consumer well-being, brand attitude and purchase intention of recommended beauty and makeup products. Additionally, it explores the relationship between purchase intentions and purchase behaviour. A conceptual model explaining the different relationships between the constructs is presented. A quantitative approach was adopted through a questionnaire survey. A sample of 245 valid responses were collected from beauty consumers. The results showed that trustworthiness positively influences purchase intention and brand attitude, attractiveness has a positive impact on consumer well-being and brand attitude. Consumer well-being and brand attitude positively influence purchase intention. No significant results were found related to expertise. Finally, findings indicate that purchase intention leads to purchase behaviour. These findings provide significant and relevant information not only for marketing professionals and brands that seek to work with Influencers on social media, but also for Digital Influencers who can improve and make their content more attractive and persuasive for consumers. |
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