The impact of influencer marketing onto portuguese consumers´ value perceptions and purchase intentions towards premium beauty brands

Abstract

The impact of influencer marketing onto Portuguese consumers’ value perceptions and purchase intentions towards premium beauty brandsMotivated by therising practice of influencer marketing in the beauty industry, this study aimsto understand the impact of Social Media Influencers (SMIs) onto Portugueseconsumers’ brand value perceptions, purchase intentions and willingness to pay.Through anexperimental approach and development ofan online survey, a sample of 117 individuals was obtained, whom were either exposed to an Instagram postfrom thechosenbrand or the SMI. The results were not significant,both groups having similar value perceptions,purchase intentionsand willingness to pay. Respondents’perceptionstowards the SMI and brand-imagery fitsignificantlyimpactedvalue perceptions and purchase intentions.