Social Media Influencers (SMIs) as a Tactical Marketing Tool: Its Credibility and Role in the Beauty Market’s Purchasing Behavior

Abstract

The adoption of social media influencers as a tactical marketing tool is steadily increasing. The purpose of this paper is to examine their effectiveness in reaching out to the beauty product market. The study aims to shed light on the credibility and role of Social Media Influencers (SMIs) in inducing purchasing behavior in this market, which is experiencing an upward trajectory. Further, the study looks at whether there is any gender difference between males and females associated with their purchasing decisions regarding beauty products promoted by social media influencers. The same was investigated for younger and older individuals. According to the literature review, using SMIs benefits brands since it increases their recognition, is an affordable tactic, and strengthens the brand's reputation. This may result in sustainable relationships built on sales and marketing. Data from an online self-administered survey yielding 142 usable observations was used to generate insights on the topic in the Albanian context. Results of the ANOVA tests and t-tests show that although Albanian consumers perceive influencers as credible (t=2.036, df=141, p=0.044<0.05), they are not impacted in their purchasing decisions by influencers (t=0.991, df=141, p=0.323>0.05). Furthermore, foreign influencers were perceived as more credible in comparison to Albanian influencers (F=4.224, df=141, p=0.042<0.05), while being considered to play a significant role in the consumers’ purchase decision (F=4.029, df=141, p=0.047<0.05).  To conclude, no significant differences were identified between younger and older individuals concerning their purchasing behavior.  It is advised that Albanian beauty companies use influencer marketing more effectively in their marketing plans to draw in more customers and reap the rewards.