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331989

The Impact of Influencer Marketing on Consumers’ Intentions toward Beauty Brands After the Covid-19 Pandemic

Article

Last updated: 03 Jan 2025

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Tags

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Abstract

Influencer marketing is extremely used nowadays by brands all over the world. Influencers give brands an edge to achieve their goals and sales. As they impact consumers' intentions to buy beauty products, especially after the Covid-19 pandemic. Covid-19 made many companies reach to influencers to market their products as it was easier and faster. The main purpose of this paper is to identify the impact of influencer marketing on consumers' intentions toward beauty brands after the Covid-19 pandemic. Understanding whether the beauty influencer's credibility, attractiveness, expertise, and product match-up, impact consumers' intentions. The paper set up the four factors of influencer marketing (credibility, attractiveness, expertise, and product match-up) as independent variables, and the dependent variable is consumers' intentions. The research data of this paper based on quantitative research through using online survey. The sample comprised 202 target consumer who lives in Iraq and uses social media platforms to buy beauty products. The results show that there is a crucial relationship between influencer marketing and its dimensions (credibility, attractiveness, expertise, and product match-up) and consumers' intentions. However, not all influencer marketing dimensions are influencing the consumers' intentions.

DOI

10.21608/aja.2023.241772.1544

Keywords

Influencer marketing, Consumers’ Intentions, Social Media and Covid-19

Authors

First Name

Sakar

Last Name

Khurshid

MiddleName

-

Affiliation

The British University in Egypt

Email

mba.sakar91990012@bue.edu.eg

City

Iraq

Orcid

-

First Name

Doaa

Last Name

Ayoub

MiddleName

-

Affiliation

The British University in Egypt

Email

doaa.ayoub@bue.edu.eg

City

Cairo

Orcid

0000-0002-2275-0510

First Name

Wael

Last Name

Kortam

MiddleName

-

Affiliation

The British University in Egypt

Email

wael.kortam@bue.edu.eg

City

Cairo

Orcid

-

Volume

44

Article Issue

1

Related Issue

44751

Issue Date

2024-02-01

Receive Date

2023-10-19

Publish Date

2024-02-01

Page Start

339

Page End

348

Print ISSN

1110-5453

Online ISSN

2663-4473

Link

https://aja.journals.ekb.eg/article_331989.html

Detail API

https://aja.journals.ekb.eg/service?article_code=331989

Order

20

Type

بحوث باللغة الإنجلیزیة

Type Code

707

Publication Type

Journal

Publication Title

المجلة العربية للإدارة

Publication Link

https://aja.journals.ekb.eg/

MainTitle

The Impact of Influencer Marketing on Consumers’ Intentions toward Beauty Brands After the Covid-19 Pandemic

Details

Type

Article

Created At

24 Dec 2024