The Impact of Influencer Marketing on Consumer Behaviour in the Cosmetic Industry: Analysing Engagement, Credibility, And Platform Preferences

Abstract

In the digital era, social media has transformed consumer-business interactions by enabling direct engagement and product discovery. Influencer marketing, a prominent trend driven by the rapid growth of social media users, has reshaped traditional advertising by leveraging individuals with large followings to promote brands. This method enhances credibility and trust, effectively engaging consumers through personalized endorsements. The cosmetic industry, with its diverse range of products and increasing innovation, benefits significantly from influencer marketing, especially in promoting new and organic products. Despite its advantages, there is a notable skepticism among consumers regarding influencer authenticity, with 57.1% not feeling misled, but 42.8% expressing doubt or concern. The study employed a descriptive quantitative approach, using online questionnaires and PSPP software to analyse data from 112 participants. Results indicate that Instagram is the preferred platform for engaging content, while online reviews and ratings play a crucial role in purchasing decisions. Consumers generally favour in-person shopping but rely on online reviews for guidance when purchasing cosmetics. The study highlights a mixed perception of influencer marketing’s impact, with a significant portion remaining neutral or skeptical about its effectiveness. Overall, transparency, credibility, and engaging content are critical for leveraging influencer marketing to influence consumer behaviour positively.