Do Influencers Enhance or Harm Consumer Well-Being? Implications for Purchase Intention in the Cosmetic Sector

Abstract

This research looks at how a long-term relationship with social media influences the consumer decision-making process to purchase cosmetics and considers consumer wellbeing to be an intermediary between social media influencer exposure and purchase intent. Using a quantitative survey-based approach with 295 participants, research hypotheses were tested through regression and mediation analyses. Results indicate that long-term exposure to influencers significantly affects both consumers' intentions to purchase products and consumers' well-being for cosmetic purposes. Additionally, the results suggest that consumers' wellbeing partially mediates the effect of influencer exposure on purchase intent, indicating that there is both an indirect and direct effect of the influencer on the consumer. Findings indicate that for marketers to shape consumer behavior in the cosmetic industry, they need to develop thoughtful and authentic influencer relationships; rely on trust; maintain consistent linkages between the influencer and the marketer; and ensure that their overall messaging is cohesive. This research extends the existing influencer marketing literature and provides valuable insight into influences on consumer purchasing behaviour and their impact on their well-being when considering how they utilize influencers to make purchasing decisions in the cosmetic industry.