EXPLORING THE ROLE OF

INFLUENCERS
IN BRAND SPONSORSHIP IN
THE BEAUTY INDUSTRY

Tenorio & Nillasca

 B E A U T Y
Why

C A R E
influencers?
Importance of influencer
marketing in beauty
industry
Rise of social media
Research competence
 B E A U T Y
Research Gaps

C A R E
Limited understanding of influencer
selection criteria
Effectiveness of influencer-brand
collaborations
Impact on consumer attitudes and
behavior
Influencer marketing pivotal in beauty
brand promotion
Need for optimized strategies and ROI
maximization
 B E A U T Y
ResearchQuestions

C A R E
How are influencers selected by beauty
brands?
What factors determine the effectiveness of
influencer-brand collaborations?
How does influencer marketing influence
consumer behavior?
Differences in effectiveness across platforms
and influencer types.
Role of authenticity, trust, and transparency.
Impact of regulatory guidelines and ethics.
 References
Citation: Hsieh, J.-K., Kumar, S., Tang, Y.-C., & Huang, G.-Z. (2023). Investigating the
relationships between influencers and their followers: Moderator of human brand of
influencer (HBI) phase. Electronic Commerce Research and Applications, 58, 101252.
https://doi.org/10.1016/j.elerap.2023.101252

Ki, C.-W. (Chloe), Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer Marketing: Social
media influencers as human brands attaching to followers and yielding positive marketing
results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
https://doi.org/10.1016/j.jretconser.2020.102133

Reinikainen, H., Tan, T. M., Luoma-aho, V., & Salo, J. (2021). Making and breaking relationships
on social media: The impacts of Brand and influencer betrayals. Technological Forecasting
and Social Change, 171, 120990. https://doi.org/10.1016/j.techfore.2021.120990

Crnjak-Karanović, B., Milaković, I. K., & Elez, J. (2023, July 4). Which decision-making stages
matter more? Influencer’s perceived credibility, sponsorship and moderating role of trust.
Young Consumers. https://www.emerald.com/insight/content/doi/10.1108/YC-08-2022-
1590/full/html?skipTracking=true

Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer
marketing: The role of congruence between influencers, products and consumers. Journal of
Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067
 B E A U T Y C A R E

THANKYOU
BEAUTY PRODUCT PRESENTATION 2022

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