Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry

Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry

Summer Stevenson, Dieu Hack-Polay, Shehnaz Tehseen
Copyright: © 2022 |Pages: 21
DOI: 10.4018/IJPSS.297201
OnDemand:
(Individual Articles)
Available
$37.50
Current Special Offers
No Current Special Offers
TOTAL SAVINGS: $37.50

Abstract

This paper examines the impact of social media influencers within the cosmetics industry, with a particular focus on their role as marketing agents. Deutsch and Gerard’s normative social influence theory was used to support the research. This study used a self-completing questionnaire in which respondents were asked to rate their opinions regarding a specific statement on a Likert scale. Qualtrics was used to analyse the data. The results show that influencers can be significant support for business sales. Credibility of influencers was deemed of primary importance to attract customers through social media. However, the authors also found that influencers can damage business reputation, as their brand image—if negative—can contaminate the business brand.
Article Preview
Top

Literature Review

There has been limited literature on social media influencers (SMIs) generally. This literature review therefore critically discusses this scant existing literature to explore SMIs’ impact on customers’ purchasing decisions through electronic-word-of-mouth marketing. We focus the discussion on the introduction of Web 2.0. and ‘social media influencers’, alongside word-of-mouth and electronic-word-of-mouth marketing and how they are used by brands and influencers to manipulate customer perceptions.

Complete Article List

Search this Journal:
Reset
Volume 4: 1 Issue (2024)
Volume 3: 1 Issue (2023)
Volume 2: 2 Issues (2022): 1 Released, 1 Forthcoming
Volume 1: 2 Issues (2021)
View Complete Journal Contents Listing