What is the Secret behind the Success of Beauty influencers?
DOI:
https://doi.org/10.58445/rars.3618Keywords:
Influencer Marketing, Parasocial Relationships, Beauty Industry, Influencer, Purchase Intention, Beauty, Marketing, Consumer EngagementAbstract
This research paper examines the characteristics that enable beauty influencers to succeed in today’s digital marketplace. Since influencer marketing has grown into a $24 billion industry in 2024, it has become harder for consumers to distinguish between what is authentic and what is simply high-quality. While most prior studies focus on how brands use influencers, this paper fills a gap by examining the tactics influencers themselves use and serves as a guide for new creators seeking more engagement. The study is based on the idea that influencers act as friends to their followers through parasocial relationships, leading audiences to trust their recommendations more than traditional advertisements. To examine these relationships, a survey of 97 peers was conducted. The study analyzed how factors such as quality, closeness, familiarity, admiration, attraction, trust, and authenticity influenced audience engagement and purchase behavior, using multiple linear regression. The results showed that the original hypothesis was only partially supported, as variables commonly viewed as important, such as trust and authenticity, were not statistically significant in this context. Overall, the findings suggest that beauty influencer success depends more on content quality and emotional closeness with the audience than on abstract traits. This study offers practical insight for brands selecting influencers and creators building loyal audiences, reinforcing that engagement and quality ultimately drive success in the beauty industry.
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