Year: 2025
Type: article
Abstract: This work focuses on the impact of influencer marketing on beauty brands. Influencer marketing has become a mainstream strategy in the market, especially in the beauty industry, with significant value growth. However, the understanding of its impact on brand performance and consumer attitudes compared to traditional methods is lacking. This paper conducts a case - study-based research, mainly analyzing Olay and INTO YOU. The results show that integrating different-level influencers can reach a wider audience with authenticity; combining influencer and cause marketing can enhance brand-user emotional bonds; authenticity is crucial for targeting younger generations; user-generated content from influencers can boost brand engagement; and in developing markets, targeting niche audiences is necessary. The study also has limitations such as sample and data collection limitations. Despite this, it concludes that influencers have a significant positive effect on brands in marketing, which is important for brand growth in various aspects like brand image, marketing strategies, and customer relationships. This research can provide valuable guidance for beauty brands to optimize their marketing strategies, improve brand awareness, and enhance brand loyalty.
Authors: Jiayu Lin, Jiaqi Liu, Chenyi Zhao, Yunzhi Sun, Yajing Sheng
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414088065