Decoding Digital Persuasion: A Multi-Dimensional Analysis of Social Media Influencers' Impact on Consumer Purchase Intentions in the Beauty Industry

Abstract

This study investigates the complex dynamics of beauty influencer marketing and its impact on consumer purchase intentions. Employing a mixed-methods approach, we integrate Structural Equation Modeling (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to examine the relationships between perceived influencer credibility, content quality, parasocial interaction, perceived authenticity, brand trust, and attitude towards the product. Data collected from 412 consumers were analyzed using SmartPLS4. The results reveal significant direct and indirect effects of influencer characteristics and content factors on purchase intentions, mediated by brand trust and attitude towards the product. Notably, product-influencer fit emerges as a significant moderator, enhancing the impact of influencer credibility on purchase intentions. The fsQCA results complement these findings by identifying multiple configurations leading to high purchase intentions, highlighting the equifinality in influencer marketing effectiveness. This research contributes to the literature by providing a comprehensive model of influencer marketing effectiveness, demonstrating the interplay between various factors, and revealing multiple pathways to success. The findings offer valuable insights for marketers in developing effective influencer marketing strategies, emphasizing the importance of influencer selection, content quality, and fostering authentic connections with audiences.