Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry.

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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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Bibliographic Details
Main Authors:	Stevenson, Summer, Hack-Polay, Dieu, Tehseen, Shehnaz *
Format:	Article
Published:	IGI Global 2022
Subjects:	HF Commerce
Online Access:	http://eprints.sunway.edu.my/2108/

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