Influencing Beauty Perceptions: Role of TikTok Influencer Information Adoption in Shaping Consumer Views of Cosmetic Product Quality

Mohamed Ben Arbia, Myriam Ertz (), Aws Horrich and Olfa Bouzaabia
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Mohamed Ben Arbia: Laboratoire ERMA, Department of Marketing, Institut des Hautes Études Commerciales de Sousse, Université de Sousse, Sousse 4054, Tunisia
Myriam Ertz: LaboNFC, Chaire TDS, Department of Economics and Administrative Sciences, Université du Québec à Chicoutimi, Chicoutimi, QC G7H 2B1, Canada
Aws Horrich: LaboNFC, Chaire TDS, Department of Economics and Administrative Sciences, Université du Québec à Chicoutimi, Chicoutimi, QC G7H 2B1, Canada
Olfa Bouzaabia: Laboratoire ERMA, Department of Marketing, Institut des Hautes Études Commerciales de Sousse, Université de Sousse, Sousse 4054, Tunisia

Administrative Sciences, 2025, vol. 15, issue 8, 1-19

Abstract: This research examines how influencer information spreads and is accepted by consumers, focusing on a Tunisian sample of social media users, and how these effects percolate into consumers’ perception of the quality of cosmetic products. Drawing on the Information Adoption Model (IAM), this study develops a conceptual framework adapted to the social media landscape, particularly the TikTok platform. To test this framework, we conducted a survey targeting 285 consumers using a non-random sampling frame, primarily through Facebook and Instagram. The findings suggest that consumers perceive influencer information as useful when they believe it is credible and of high quality. Interestingly, while high-quality information tends to lead to influencer information adoption, credibility alone does not guarantee adoption. Additionally, our study emphasizes the role of influencer information usefulness in driving its adoption. One notable discovery is the link between influencer information adoption and consumers’ perceptions of the quality of cosmetic products. However, this correlation does not hold equally for both genders, thus suggesting a moderation effect between gender and influencer information processing in this context.

Keywords: information adoption model; information quality; information credibility; information utility; information adoption; perceived product quality; gender; TikTok (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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