IDEAS home Printed from https://ideas.repec.org/a/vrs/mosaro/v49y2023i3p47-64n6.html
   My bibliography  Save this article

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

Author

Listed:
  • Gregor Bogdan

    (Chair of Marketing Research, Department of Marketing, Faculty of Management, University of Lodz, Jana Matejki 22/26 Street, 90-237, Lodz, Poland)

  • Olejniczak Aneta

    (Chair of Fundamentals of Marketing, Department of Marketing, Faculty of Management, University of Lodz, Jana Matejki 22/26 Street, 90-237, Lodz, Poland)

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.

Suggested Citation

  • Gregor Bogdan & Olejniczak Aneta, 2023. "Consumer Preferences Towards Influencer Marketing in the Beauty Industry on Instagram and Youtube Platforms (Comparative Analysis)," Marketing of Scientific and Research Organizations, Sciendo, vol. 49(3), pages 47-64, September.
    • Handle: RePEc:vrs:mosaro:v:49:y:2023:i:3:p:47-64:n:6
    DOI: 10.2478/minib-2023-0015
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/minib-2023-0015
    Download Restriction: no
    File URL: https://libkey.io/10.2478/minib-2023-0015?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    social media; social networking sites; influencer marketing; beauty influencer; Instagram; YouTube; media społecznościowe; platformy społecznościowe; influencer marketing; beauty influencer; Instagram; YouTube;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:mosaro:v:49:y:2023:i:3:p:47-64:n:6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.