Consumer perceptions: Do sponsorship disclosure and influencer credibility affect brands in the beauty and cosmetics industry?

Abraham, John; Floreto, Sophia; Pagkalinawan, Margaux; Etrata, Antonio Jr Estrada

doi:10.54660/anfo.2022.3.2.19

Cited by 5 publications

(6 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Many studies have focused on the growing importance of influencer marketing in swaying consumer opinions and behavior. Influencers' ability to affect consumers' perceptions of brands varies with the size of their fan base and the degree to which products deviate from one another (Abraham et al, 2022). Consumers' faith in and opinion of a brand are influenced in turn by the value and legitimacy of the message provided by influencers.…”

Section: Literature Reviewmentioning

confidence: 99%

The Impact of Social Media Marketing on Consumer Behavior: A Study of the Fashion Retail Industry

Chowdhury,

Faruque,

Sharmin

et al. 2024

OJBM

View full text Add to dashboard Cite

It is essential to conduct research in the field of "The Impact of Social Media Marketing on Consumer Behavior," particularly in the fast-paced and competitive environment of the Fashion Retail Industry. The conclusions of this study carry significant significance for the fashion industry in this digital era, when a growing proportion of customer contacts take place online. The research gives insights into effective techniques for grabbing the engagement and attention of consumers, which enables fashion firms to customize the content of their marketing to resonate with their respective target audiences. The research highlights the intertwined nature of consumer decision-making in relation to involvement on social media platforms, advertising, and the impact of influential individuals. In the case studies of FashionVibe, Trend-Style, StyleSense, and GlamourLook, the importance of authenticity, platform-specific strategies, influencer collaborations, and personalized storytelling was highlighted.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

The Impact of Social Media Marketing on Consumer Behavior: A Study of the Fashion Retail Industry

Chowdhury,

Faruque,

Sharmin

et al. 2024

OJBM

View full text Add to dashboard Cite

show abstract

“…Chen et al, (2021) menyatakan bahwa pemasaran Instagram terutama berfokus pada penggunaan Instagram yang strategis oleh perusahaan dalam industri tertentu atau kelompok sosial tertentu. Simon Abraham et al, (2022) berpendapat bahwa Industri kecantikan dan kosmetik dapat memanfaatkan media sosial dengan menargetkan respon dari perempuan untuk melakukan pembelian karena terdapat aktivitas pengguna ketika berbagi informasi dapat memperkuat identitas merek. Weismueller et al, (2020) juga menyatakan bahwa pengguna Instagram dari umur 18-34 tahun cenderung responsif terhadap konten yang memilki daya tarik, dapat dipercaya, dan menunjukkan keahlian bahwa produk atau layanan yang ditawarkan layak untuk digunakan.…”

Section: Pendahuluanunclassified

Pengaruh Pemasaran Media Sosial Instagram Terhadap Customer Brand Engagement Dan Brand Loyalty

Lathifah,

Siregar,

Risqiani

2023

View full text Add to dashboard Cite

AbstrakPemasaran media sosial menjadi salah satu sarana promosi yang efektif bagi berbagai brand. Salah satu media sosial yaitu Instagram yang paling banyak digunakan pengguna karena terdapat fitur-fitur dan kesempatan untuk membuat konten visual yang dapat menarik perhatian pengguna lain. Seiring maraknya “local pride”, kosmetik lokal masuk ke pasar dan dapat menaikkan pertumbuhan pasar kosmetik dari tahun ke tahun. merek kosmetik lokal memanfaatkan media sosial sebagai jalur pemasaran dengan melakukan interaksi dengan konsumen dan membagikan informasi terkait produk hingga produk kosmetik menjadi viral karena dianggap tren di media sosial. Jenis penelitian ini menggunakan pendekatan kuantitatif karena penelitian ini bertujuan untuk menguji dan menganalisis pengaruh positif dari interactivity, informativeness, trendiness terhadap customer brand engagement dan brand loyalty pada merek kosmetik lokal. Sampel yang digunakan adalah konsumen wanita yang menggunakan merek kosmetik lokal dan mengikuti media sosial merek kosmetik lokal. Metode penelitian ini dilakukan dengan survei dengan penarikan sampel yang digunakan adalah nonprobability sampling dengan teknik purposive sampling. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner. Metode analisis data menggunakan SEM (Structural Equation Model) dan hypothesis testing untuk menilai hasil penelitian. Hasil penelitian ini menunjukkan bahwa interactivity tidak berpengaruh positif terhadap customer brand engagement, informativeness berpengaruh positif terhadap customer brand engagement, trendiness berpengaruh positif customer brand engagement, dan customer brand engagement berpengaruh positif terhadap customer brand engagement.Kata Kunci : interactivity; informativeness; trendiness; customer brand engagement; brand loyaltyAbstractSocial media marketing is an effective means of promotion for brands. One of the social media, namely Instagram, is the most widely used by users because there are features and opportunities to create visual content that can attract the attention of other users. Along with the growing "local pride" mindset, local cosmetics enter the market and can increase the growth of the cosmetics market from year to year. Local cosmetic brands use social media as a marketing channel by interacting with consumers and sharing product-related information so that cosmetic products become viral because they are considered trends on social media. This type of research uses a quantitative approach because this study aims to examine and analyze the positive effects of interactivity, informativeness, trendiness on customer brand engagement and brand loyalty on local cosmetic brands. The sample used is female consumers who use local cosmetic brands and follow local cosmetic brand social media. This research method was conducted by survey with the sampling used is nonprobability sampling with purposive sampling technique. The data collection technique was carried out by distributing questionnaires. Methods of data analysis using SEM (Structural Equation Model) and hypothesis testing to assess research results. The results of this study indicate that interactivity has no positive effect on customer brand engagement, informativeness has a positive effect on customer brand engagement, trendiness has a positive effect on customer brand engagement, and customer brand engagement has a positive effect on customer brand engagementKeywords: interactivity; informativeness; trendiness; customer brand engagement; brand loyalty

show abstract

“…Recently, the most decisive formulas to execute an effective communication strategy to cultivate the relationship between brand and consumer have been the use of branded content (Castillo-Abdul et al, 2022;Asmussen et al, 2016) and of storytelling (Woodcock and Johnson, 2019;Llorente-Barroso et al, 2022). However, the increasing marketing power of influencers is turning these agents into more effective outreach tools, as the studies by Masuda et al (2022) and Abraham et al (2022) illustrate.…”

Section: The Influencer Phenomenon: New Challenges For Digital Advert...mentioning

confidence: 99%

“…However, the increasing marketing power of influencers is turning these agents into more effective outreach tools, as the studies by Masuda et al. (2022) and Abraham et al. (2022) illustrate.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Challenges of digital advertising from the study of the influencers' phenomenon in social networks

Borau-Boira

Pérez-Escoda

Vera

2022

CCIJ

View full text Add to dashboard Cite

PurposeThe aim of this paper is to study the challenges of digital advertising from the characterization of the influencer phenomenon based on the perceptions of two different and non-consecutive generations, explored from the perspective of parasocial relationshipsDesign/methodology/approachUsing a quantitative methodology design and a descriptive approach, a study is presented on a sample of 449 individuals belonging to two generational niches, generation Z (N = 227) and generation X (N = 222). For the study, characterization parameters have been defined based on existing literature, defining five-dimension conceptualization: strength, fairness, engagement, trustworthiness and social role.FindingsThe results point to a different perception of the phenomenon in some aspects that allow an intergenerational portrait of the figure of the influencer to be made. The findings of the study are innovative because they were not previously available and transcend academia to serve the companies that proliferate in the representation and management of influencers, as the characterization of this figure is important for the identification of key aspects in the adjustment of products and messages offered to a certain public of a specific population niche, both for advertising companies and for media and institutions.Originality/valueThe study reveals interesting challenges for digital advertising from the audience's perceptions about influencers, highlighting the relevance of influencers which clearly contributes to a better understanding of more efficient strategies on digital advertising.

show abstract

Consumer perceptions: Do sponsorship disclosure and influencer credibility affect brands in the beauty and cosmetics industry?

Cited by 5 publications

References 0 publications

The Impact of Social Media Marketing on Consumer Behavior: A Study of the Fashion Retail Industry

The Impact of Social Media Marketing on Consumer Behavior: A Study of the Fashion Retail Industry

Pengaruh Pemasaran Media Sosial Instagram Terhadap Customer Brand Engagement Dan Brand Loyalty

Challenges of digital advertising from the study of the influencers' phenomenon in social networks

Contact Info

Product

Resources

About