Publicação
Impact of Instagram on the Decision-Making Process In The Beauty Industry: Is There A Link Between Influencers’ Credibility And Consumers’ Likelihood To Buy?
| Resumo: | Influencer marketing is increasingly used in the cosmetics industry to promote its products and services, although research shows that there are characteristics of influencers that determine the success of their involvement and impact on their followers. Past literature has argued that Instagram continues to be the most widely used social network and that the credibility of influencers is a key factor. This study further reinforces this literature by showing that there is a direct relationship between some credibility’s characteristics of beauty influencers and consumer behavior. However, we found that there is no direct relationship between interactivity and consumer satisfaction, but there is a marginal effect that suggests a potential association between them. We carried out a survey on the Qualtrics platform and analysed it using PLS-SEM with SmartPLS to test the assumptions of our study. The results show that there is a significant effect of the attractiveness, interactivity and expertise of influencers on consumer satisfaction, engagement and purchase intention. This contributes to the literature on the importance of the credibility of influencers in consumers' purchasing decisions, allowing us to conclude that it makes sense for cosmetics brands to continue investing in influencer marketing strategies on instagram, highlighting the need to work with trustworthy influencers to connect well with consumers. |
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| Autores principais: | Lobo, Maria Luisa Neto Mariano da Silva |
| Assunto: | Instagram Beauty Influencers Influencer Marketing Beauty Industry Purchase Intention Influencer Credibility SDG 5 - Gender equality SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Influencer marketing is increasingly used in the cosmetics industry to promote its products and services, although research shows that there are characteristics of influencers that determine the success of their involvement and impact on their followers. Past literature has argued that Instagram continues to be the most widely used social network and that the credibility of influencers is a key factor. This study further reinforces this literature by showing that there is a direct relationship between some credibility’s characteristics of beauty influencers and consumer behavior. However, we found that there is no direct relationship between interactivity and consumer satisfaction, but there is a marginal effect that suggests a potential association between them. We carried out a survey on the Qualtrics platform and analysed it using PLS-SEM with SmartPLS to test the assumptions of our study. The results show that there is a significant effect of the attractiveness, interactivity and expertise of influencers on consumer satisfaction, engagement and purchase intention. This contributes to the literature on the importance of the credibility of influencers in consumers' purchasing decisions, allowing us to conclude that it makes sense for cosmetics brands to continue investing in influencer marketing strategies on instagram, highlighting the need to work with trustworthy influencers to connect well with consumers. |
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