Factors Affecting the Adoption of Social Media Influencer Marketing and Its Impact on Purchase Intention in Beauty Industry Targeting on Young Generation: A Conceptual Framework
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The primary goal of this paper is to integrate the established concept of source credibility with the relatively new field of social media influencers. A key idea is source credibility, which refers to the evaluation of how credible and reliable a source of information is perceived to be by its intended audience. This evaluation is crucial in marketing, as consumers are more likely to be influenced by sources they consider credible. In the context of social media influencers, it is essential to examine how attributes such as perceived authenticity, attractiveness, expertise, and trustworthiness impact the purchasing decisions of their followers, particularly within the beauty industry.
The study aims to introduce a conceptual framework specifically designed to explore the influence of social media influencers on the purchase intentions of young consumers in the beauty sector. Central to this framework is the premise that influencers perceived as credible can significantly affect their followers' buying behavior. The framework considers four factors contributing to an influencer’s credibility: their ability to establish a connection with their audience (homophily), their perceived level of authority or expertise within the beauty domain, and the degree of engagement and interest their content evokes. Much existing research focuses on immediate impacts; however, there is limited longitudinal research examining the long-term effects on young customers' brand loyalty and purchase intentions (Shan, Chen, & Lin, 2019). The principal aim of this study is to investigate the effectiveness of integrating social media influencers into marketing strategies within the beauty industry, with a specific focus on targeting the young generation. By gaining a nuanced understanding of the dynamics of source credibility among social media influencers, businesses can better optimize influencer marketing strategies to resonate with young consumers, who are increasingly influenced by social media platforms.
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