Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry.
This paper examines the impact of social media influencers within the cosmetics industry, with a particular focus on their role as marketing agents. Deutsch and Gerard’s normative social influence theory was used to support the research. This study used a self-completing questionnaire in which respo...
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| Format: | Article |
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IGI Global
2022
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| Online Access: | http://eprints.sunway.edu.my/2108/ |
| _version_ | 1848802200385486848 |
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| author | Stevenson, Summer Hack-Polay, Dieu Tehseen, Shehnaz * |
| author_facet | Stevenson, Summer Hack-Polay, Dieu Tehseen, Shehnaz * |
| author_sort | Stevenson, Summer |
| building | SU Institutional Repository |
| collection | Online Access |
| description | This paper examines the impact of social media influencers within the cosmetics industry, with a particular focus on their role as marketing agents. Deutsch and Gerard’s normative social influence theory was used to support the research. This study used a self-completing questionnaire in which respondents were asked to rate their opinions regarding a specific statement on a Likert scale. Qualtrics was used to analyse the data. The results show that influencers can be significant support for business sales. Credibility of influencers was deemed of primary importance to attract customers through social media. However, the authors also found that influencers can damage business reputation, as their brand image—if negative—can contaminate the business brand. |
| first_indexed | 2025-11-14T21:19:34Z |
| format | Article |
| id | sunway-2108 |
| institution | Sunway University |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:19:34Z |
| publishDate | 2022 |
| publisher | IGI Global |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-21082022-08-24T03:22:57Z http://eprints.sunway.edu.my/2108/ Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry. Stevenson, Summer Hack-Polay, Dieu Tehseen, Shehnaz * HF Commerce This paper examines the impact of social media influencers within the cosmetics industry, with a particular focus on their role as marketing agents. Deutsch and Gerard’s normative social influence theory was used to support the research. This study used a self-completing questionnaire in which respondents were asked to rate their opinions regarding a specific statement on a Likert scale. Qualtrics was used to analyse the data. The results show that influencers can be significant support for business sales. Credibility of influencers was deemed of primary importance to attract customers through social media. However, the authors also found that influencers can damage business reputation, as their brand image—if negative—can contaminate the business brand. IGI Global 2022 Article PeerReviewed Stevenson, Summer and Hack-Polay, Dieu and Tehseen, Shehnaz * (2022) Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry. International Journal of Public Sociology and Sociotherapy, 2 (1). pp. 1-21. ISSN 2691-9192 https://www.igi-global.com/gateway/article/297201 http://doi.org/10.4018/IJPSS.297201 |
| spellingShingle | HF Commerce Stevenson, Summer Hack-Polay, Dieu Tehseen, Shehnaz * Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry. |
| title | Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry. |
| title_full | Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry. |
| title_fullStr | Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry. |
| title_full_unstemmed | Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry. |
| title_short | Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry. |
| title_sort | social media influencers, the new advertising agency?: examining the impact of social media influencer marketing on the cosmetics industry. |
| topic | HF Commerce |
| url | http://eprints.sunway.edu.my/2108/ http://eprints.sunway.edu.my/2108/ http://eprints.sunway.edu.my/2108/ |