ANALYSIS OF THE INFLUENCE OF INFLUENCER MARKETING ON PURCHASING DECISIONS IN THE COSMETICS INDUSTRY
Keywords:
Influencer Marketing, Purchase Decisions, Cosmetics IndustryAbstract
This research aims to analyze the influence of influencer marketing on consumer purchasing decisions in the cosmetics industry through a literature review. The cosmetics industry is currently growing rapidly with the important role played by influencers on social media. Influencer marketing has been proven to be an effective marketing strategy in reaching and influencing consumers. Previous studies show that influencers have the ability to build emotional connections with their audiences, which in turn influences the perception and choice of certain cosmetic products. Through a comprehensive literature review, this research identifies key factors that influence the effectiveness of influencer marketing, including the influencer's credibility, authenticity, and brand fit. In addition, this research also pays attention to the role of social media as a crucial platform in influencer marketing campaigns, as well as its impact on consumer engagement and purchasing decisions. The results of this study conclude that influencer marketing has a significant influence on consumer purchasing decisions in the cosmetics industry. Therefore, cosmetic brands are expected to develop more effective marketing strategies by utilizing the power of influencers. This research also offers practical recommendations for cosmetic brand owners to select and collaborate with suitable influencers, as well as suggesting further research directions to explore other aspects of influencer marketing in a broader context.
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