The influence of influencers on the media promotion of perfumery and cosmetic products: results of an empirical study

Abstract

The aim of the study is to determine the nature of influencers’ influence on the media promotion of perfumery and cosmetic products. The research materials are presented by data from a questionnaire survey of 446 users of digital platforms who are familiar with influencers’ publications about natural and organic perfumery and cosmetic products, as well as by scientific works on media communication and influencer marketing. The research methods are: questionnaires, statistical analysis, and modeling using structural equations with the partial least squares method. The research result: it has been empirically established that the perceived credibility of an influencer, constructed through their attractiveness, expertise, and reliability, has a positive impact on the intention to make a purchase. Conclusions: a) the informativeness of the content is positively related to the perceived credibility of the influencer, while the excessive amount of advertising integrations is negatively related to it; b) the user’s trust mediates the influence of the influencer’s perceived credibility on the intention to make a purchase; c) interest in perfumery and cosmetic products does not alter the relationship between the excessive amount of advertising integrations and the perceived credibility of the influencer.