Studying the Effectiveness of Advertising by Beauty Bloggers (Influencers)

With the expansion of the Internet and the use of social networks, there have been changes in the way advertisements are presented. Advertising has changed from the traditional mode to advertising on social and influential networks. Beauty bloggers are influencers who review cosmetic products, how to use them and their advantages and disadvantages to their audience and followers. Many companies use these beauty bloggers to advertise their products. The purpose of this research is to investigate the effectiveness of advertisements provided by beauty bloggers. The research is of a quantitative and survey type and was done by distributing and analyzing ۳۰۰ questionnaires through SmartPLS software. In this research, a standard questionnaire with ۲۵ questions on the Likert scale was used. The results showed that the reliability and expertise of beauty bloggers can change and affect the consumer's attitude towards the product and advertisement, and ultimately lead to purchase intentions. Therefore, it is suggested that marketing and advertising specialists use influencers in the cosmetics industry who have the necessary expertise and are trusted by the audience and followers.

کلیدواژه ها:

Beauty Bloggers ، Advertising Effectiveness ، consumer's attitude ، Influencer Marketing ، Social Media ، Instagram