Abstract
This study explores the phenomenon and influence of beauty influencers on Instagram and YouTube through the analysis of top micro-celebrity profiles and surveys with the followers. YouTube was identified as the most influential for those aged 18–21 and less powerful for older target group, suggesting beauty reference group influence decreases as the age increases. An exploration into credibility of beauty gurus revealed trustworthiness as the most important factor determining credibility. Quality of images and professionalism of profiles is also crucial in reliability of profiles on these platforms.
| Original language | English |
|---|---|
| Article number | 131 |
| Number of pages | 18 |
| Journal | International Journal of Internet Marketing and Advertising |
| Volume | 15 |
| Issue number | 2 |
| Early online date | 19 Apr 2021 |
| DOIs | |
| Publication status | Published - 2021 |
Keywords
- Social media
- YouTube
- digital influencers
- reference groups
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