The credibility of social media beauty gurus in young millennials' cosmetic product choice.

Siti Hasnah Hassan,T Ramayah,Shao Zhen Teo,Nabil Hasan Al-Kumaim,Camelia Delcea

doi:10.1371/journal.pone.0249286

Abstract

Social media influencers play a role in the beauty industry by making it more accessible and diverse, engaging in cultural acceptance and diversity, and making their lives public through social media. Known as ‘beauty gurus’, these influencers use their makeup skills to work with cosmetics brands, in which they earn substantial remuneration by raising brand awareness among social media audiences. While work was conducted on social media influencers, there was no clear focus on how influencers engage with young millennials regarding the choice of cosmetics products and its use. Hence, this study analysed the beauty ‘gurus’ credibility in influencing young female millennials’ cosmetics brands of choice. A survey method was used to collect data using a judgemental sampling from young females who have subscribed and observed makeup tutorials on social media platforms, such as YouTube, Instagram, and Facebook, among many others. Additionally, a total of 271 usable questionnaires were gathered and analysed using AMOS. Credibility traits, such as knowledge, attractiveness, and relatability, were the core elements of an influencer’s capability to influence young millennials. Social media influencers were seen as a new and effective marketing tool in targeting a broad demographic and increasing brand awareness.

Highlights

The development of e-commerce enables online markets to become essential commercial spaces that take over conventional offline shopping centres [1,2]
Influencer marketing can be an inexpensive marketing technique, allowing a target audience to be directly reached [3,4,5]. These options have led to the development of social media influencer marketing, which is excellent for companies and influencers
Our results showed that social media influencers who promote cosmetic brands interact with followers most effectively when they possess traits such as knowledge, relatability, confidence, and articulation, which are essential features for building trust with followers

Summary

Introduction

The development of e-commerce enables online markets to become essential commercial spaces that take over conventional offline shopping centres [1,2]. Influencer marketing can be an inexpensive marketing technique, allowing a target audience to be directly reached [3,4,5]. These options have led to the development of social media influencer marketing, which is excellent for companies and influencers. The growing trend of e-commerce has boosted the online influencers’ emergence as brand ambassadors to promote brands through online channels. Social media marketing has uncovered new ways for brands to interact more deeply and organically with customers [6]

Objectives

Methods

Results

Discussion

Conclusion