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

Gregor Bogdan and Olejniczak Aneta ()
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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

Marketing of Scientific and Research Organizations, 2023, vol. 49, issue 3, 47-64

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.

Keywords: social media; social networking sites; influencer marketing; beauty influencer; Instagram; YouTube; media społecznościowe; platformy społecznościowe; influencer marketing; beauty influencer; Instagram; YouTube (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:49:y:2023:i:3:p:47-64:n:6

DOI: 10.2478/minib-2023-0015

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