The effect of social media influencers on attitudes and subsequent purchase intentions : a study among consumers within the beauty industry

Abstract

Marketers are turning to social media influencers to (i) increase consumer awareness and (ii) influence their decision-making and encourage them to purchase their products. This study examines the impact of social media influencers (SMIs) on consumers’ attitudes and their subsequent purchase intentions within the beauty industry. The data for this dissertation was collected through 12 one-to-one in-depth interviews with female consumers aged between 18 and 30, as they are likely to be prolific users of both beauty products and social media platforms. Most of this study’s theoretical underpinning is derived from the seminal work of Ajzen and Fishbein (1980) and Fishbein and Ajzen (1975). An exploratory approach that was adopted helps to provide a better understanding of consumers’ motivations, abilities and opportunities as potential antecedents to their attitudes towards SMIs, and how these attitudes may then affect their behavioural intentions. Results indicated positive relationships between consumers’ attitudes towards beauty products and their subsequent purchase intentions and between their subjective norms and their purchase intentions. They also highlighted the significance of consumers’ purchase intentions. The study concludes with an identification of the limitations of this qualitative research method and provides suggestions for future research in this area of study.