The impact of beauty influencer marketing on consumers’ new cosmetic product purchase intention

This dissertation examines the role of beauty influencers in consumer purchase intention for new cosmetic products in China, where social media is an important space for brands and consumers to meet. In the process, attributes such as information quality, credibility, and attractiveness are examined to see how they shape consumer attitudes and purchasing behaviours. It particularly deals with how those characteristics lead to brand trust, which in turn affects purchase intention. From this basis, this research uses structural equation modelling to find out through which channels the characteristics of influencers take effect in the decision-making process of consumers through a survey conducted on active Chinese consumers on platforms such as Douyin and Weibo. Studies have shown that high-quality, informative content builds credibility into both the influencer and the product, which would, in turn, motivate consumers to engage and make a purchase.