School of Management, Universiti Sains Malaysia, Penang, Malaysia.
Internet Innovation Research Center, Newhuadu Business School, Minjiang University, Fuzhou, Fujian, China.
PLoS One. 2021 Mar 29;16(3):e0249286. doi: 10.1371/journal.pone.0249286. eCollection 2021.
Social media influencers play a role in the beauty industry by making it more accessible and diverse, engaging in cultural acceptance and diversity, and making their lives public through social media. Known as 'beauty gurus', these influencers use their makeup skills to work with cosmetics brands, in which they earn substantial remuneration by raising brand awareness among social media audiences. While work was conducted on social media influencers, there was no clear focus on how influencers engage with young millennials regarding the choice of cosmetics products and its use. Hence, this study analysed the beauty 'gurus' credibility in influencing young female millennials' cosmetics brands of choice. A survey method was used to collect data using a judgemental sampling from young females who have subscribed and observed makeup tutorials on social media platforms, such as YouTube, Instagram, and Facebook, among many others. Additionally, a total of 271 usable questionnaires were gathered and analysed using AMOS. Credibility traits, such as knowledge, attractiveness, and relatability, were the core elements of an influencer's capability to influence young millennials. Social media influencers were seen as a new and effective marketing tool in targeting a broad demographic and increasing brand awareness.
社交媒体影响者在美容行业中扮演着重要的角色，使美容行业更加普及和多样化，他们接受和推广文化多样性，并通过社交媒体公开自己的生活。这些被称为“美妆达人”的影响者利用自己的化妆技巧与化妆品品牌合作，通过在社交媒体受众中提高品牌知名度来赚取丰厚的报酬。虽然已经对社交媒体影响者进行了研究，但对于影响者如何与年轻的千禧一代就化妆品选择及其使用进行互动，并没有明确的关注。因此，本研究分析了美容“达人”在影响年轻女性千禧一代化妆品品牌选择方面的可信度。本研究采用问卷调查法，通过判断抽样从在社交媒体平台（如 YouTube、Instagram 和 Facebook 等）上订阅和观看化妆教程的年轻女性中收集数据。此外，共收集了 271 份可用的问卷，并使用 AMOS 进行了分析。可信度特征，如知识、吸引力和相关性，是影响者影响年轻千禧一代能力的核心要素。社交媒体影响者被视为一种新的、有效的营销工具，可以针对广泛的受众群体并提高品牌知名度。
