Influencer marketing: a parallel analysis of beauty and fashion industries and their impact on Greek consumers

Abstract

Purpose: The purpose of this research is to analyze how influencer marketing in the beauty and fashion sectors affects the behavior, perceptions, and purchases of Greek consumers. This research is useful to many professionals, especially to marketers-as through this they can better recognize patterns and attitudes that will help them better understand their consumer base. Furthermore, fashion and beauty companies can use the findings of the survey to implement their strategy effectively. The research is also extremely useful for fashion and beauty influencers as it shows them how the audience reacts to their content. Finally, this research is also relevant for psychologists, as it can help them to understand social phenomena, such as the extent to which people are influenced by third parties in the decision-making process, and social concerns such as respect for people and animals. Methodology/approach: For the needs of the research, both information from previous research (included in the literature review) as well as an SPSS analysis of data from questionnaires are include. The combination of the two sources of information gives a more complete picture of the impact of influencer marketing on fashion and beauty among Greek consumers and gives reasons for comparison, agreement, and disagreement between the two sources. Findings: Influencer marketing in the beauty and fashion industry has quite a large impact on Greek consumers. It is particularly impactful on young people who follow fashion and beauty influencers on social media. Social media is the main source of information for the Greek audience about fashion and beauty, "erasing" the more traditional methods such as magazines. Influencer marketing is also a source of information on sustainability issues, ethical practices, and cruelty-free products, while it has laid new foundations against social stereotypes. Finally, Greek consumers are not as willing to trust new technologies related to influencer marketing.