Consumer Preferences Towards Influencer Marketing in the Beauty Industry on Instagram and Youtube Platforms (Comparative Analysis)-Reference-Cited by-同舟云学术

Consumer Preferences Towards Influencer Marketing in the Beauty Industry on Instagram and Youtube Platforms (Comparative Analysis)

Published:2023-09-01 Issue:3 Volume:49 Page:47-64
ISSN:2353-8414
Container-title:Marketing of Scientific and Research Organizations
language:en
Short-container-title:

Author:

Gregor Bogdan¹^ORCID,Olejniczak Aneta²^ORCID

Affiliation:

1. Chair of Marketing Research , Department of Marketing, Faculty of Management , University of Lodz , Jana Matejki 22/26 Street , , Lodz , Poland

2. Chair of Fundamentals of Marketing , Department of Marketing, Faculty of Management , University of Lodz , Jana Matejki 22/26 Street , , Lodz , Poland

Abstract

Abstract The purpose of this article is to compare consumers’ preferences towards activities and content, published by beauty influencers, on Instagram and YouTube platforms. The motive behind embarking on this topic is to address the research gaps in the available literature and studies on this subject. Previous research works mainly concentrated on markets other than Polish or addressed topics in other contexts. To achieve the purpose of the paper, a study was conducted using a survey technique supported by an online questionnaire, on a sample of 146 individuals who use social media platforms. The survey results reveal that users in the beauty category are most likely to watch product reviews on both Instagram and YouTube platforms. Moreover, favourite products in the beauty category for Instagram users are facial care products, and for YouTube viewers, are makeup cosmetics.

Publisher

Walter de Gruyter GmbH

Subject

Industrial and Manufacturing Engineering

Link

https://www.sciendo.com/pdf/10.2478/minib-2023-0015

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