The Impact of Influencer Marketing on Consumer Purchase Decisions for Beauty Products among Gen Z and Millennials

Abstract

Purpose: This study compares the effect of influencer marketing on consumers' purchase decisions for beauty products between the current generation and the millennial generation. Influencer marketing, in which people with a sizable online following work with brands to promote items through relatable, genuine content, is one of the most potent recent developments in marketing, especially in the beauty product industry. The study aims to determine whether influencer marketing through social media such as YouTube, Instagram, and Facebook affects the purchase decisions of Millennial and Gen Z consumers. Design: The study uses primary data collected from Millennial and Gen Z consumers through a structured questionnaire. The data were analysed using statistical techniques to examine the effect of influencer marketing on their purchase decision. Findings: The findings indicate how influencer marketing influences beautyproduct purchase decisions and reveal differences between the two consumer groups. Research limitations/implications: The study is limited to selected consumers, beauty products and social media platforms. Future studies may consider other product categories and consumer groups. Practical implications: The findings provide implications for beauty brands in developing influencer marketing strategies for different consumer groups. Social implications: The findings may help consumers make informed purchase decisions and help influencers and beauty brands develop appropriate influencer marketing strategies for different consumer groups. Originality/value: The study contributes comparative evidence on influencer marketing and beauty-product purchase decisions among Millennial and Gen Z consumers.