Influence of Beauty Vloggers on the Consumer Purchase Intention for Cosmetic Brands: An Empirical Study

Abstract

The rapid proliferation of social media has fundamentally transformed marketing strategies, giving rise to influencer marketing as a potent tool for brands to engage consumers. Among influencers, beauty vloggers have emerged as significant opinion leaders, particularly within the cosmetics industry. This study investigates the efficacy of beauty vlogger marketing in shaping consumer behavior, with a specific focus on the burgeoning market of India. The research aims to bridge the existing gap in the literature regarding vlogger-led marketing effectiveness in Asian emerging markets by examining how beauty vloggers impact consumer responses, attitudes, and purchase intentions. The theoretical framework of the study is grounded in source credibility theory, selfcongruency theory, parasocial interaction theory, meaning transfer theory, and social exchange theory. These theories provide a comprehensive lens to analyze the complex interplay between beauty vloggers and their followers. Purchase intention, a predictor of consumer behavior, was used as the key dependent variable to evaluate beauty vlogger marketing effectiveness. The study attempted to fill a research gap by treating source characteristics, audience characteristics, and interactional elements as distinct execution factors and by examining their effects. The study also investigated the previously unexplored mediating role of trust, consumer attitude, and perceived influence on consumer purchase intention. Since, there is a dearth of research on beauty vlogger marketing in the context of Asian emerging markets, the present study was conducted in North India in the states of Punjsb, Haryana, Chandigarh, and Delhi (NCR). 461 participants were asked to fill the structured questionnaire. The research employs a quantitative approach, specifically structural equation modeling (SEM), to assess the relationships between the variables and to test the proposed hypotheses. The findings reveal that source characteristics of beauty vloggers play a crucial role in building consumer trust. The study highlights that trust mediates the relationship between source characteristics and purchase intention, indicating that consumers are more likely to be influenced by beauty vloggers they perceive as credible, trustworthy, expertise, and attractive. Regarding audience characteristics, the study finds that both self-concept and user-influencer personality congruence contribute to forming a favorable attitude towards beauty vloggers. The young consumers view influencers as role models, incorporating their values into their own identity formation. The congruence between the personality of the vlogger and that of the vii audience strengthens this bond, facilitating a favorable consumer attitude and subsequently influencing purchase intentions. The analysis of interactional elements underscores the importance of parasocial interactions, emotional attachment, meaning transfer, and informational value in enhancing the perceived influence of beauty vloggers. These elements collectively enhance the perceived influence of beauty vloggers, driving consumer behavior and purchase decisions. The study's implications are manifold. For marketers and brand managers, the findings provide actionable insights to develop targeted marketing strategies that resonate with Indian consumers. By leveraging the trust and influence of beauty vloggers, brands can foster stronger consumer-brand relationships and enhance brand engagement. For policymakers, the study underscores the necessity of establishing regulatory frameworks to ensure ethical practices and transparency in influencer marketing, protecting consumers from deceptive advertising. Content creators, particularly beauty vloggers, can optimize their content strategies by incorporating effective engagement techniques and persuasive strategies identified in the study. This can enhance audience engagement, build stronger connections with followers, and increase their influence within the beauty community. Aspiring content creators can also benefit from these insights, laying a solid foundation for their vlogging careers by understanding the nuances of influencer marketing and audience engagement. This research contributes to the growing body of knowledge on influencer marketing by providing a nuanced understanding of how beauty vloggers impact consumer behavior in an emerging market.