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Wang, Zhaobo (2022) The influence of beauty influencers' expertise on Chinese consumers' intention to purchase beauty brands. [Dissertation (University of Nottingham only)]

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Abstract

Abstract

As social media continues to advance, consumers increasingly rely on social media

to access information about beauty products, which has led to a proliferation of

beauty influencers. Beauty influencers have become an important source of

information on beauty products for many consumers by posting information and

tips about beauty products on social media platforms to showcase their expertise.

The content shared by beauty influencers on social media platforms is also

subliminally influencing consumers' attitudes, perceptions and behaviours. The

impact of social media influencers as a marketing communication tool has been

extensively studied. Different scholars often use expertise as an important feature

of source credibility models to measure the credibility of celebrities and social

media influencers. However, most scholarship on this expertise feature has been

measured on a single dimension. However, the degree of expertise of influencers in

specialist domains should be measured more comprehensively. Therefore, this

study draws on research from other fields to categorise expertise into two

dimensions, domain depth and domain breadth, for research. This dissertation

chooses to examine the expertise of beauty influencers and explore their influence

on consumers' intention to purchase beauty brands along two new dimensions,

domain depth and domain breadth, respectively. In addition, this study will

investigate whether influencer type has a moderating role in the relationship

between beauty influencers' expertise (domain depth and domain breadth) and

consumers' intention to purchase beauty brands.

This study focuses on Chinese consumers who are aware of or have followed any

influencers on Chinese social media platforms and uses a quantitative research

methodology to collect a total of 184 online questionnaires to explore the impact of

beauty influencers' expertise on Chinese consumers' intention to purchase beauty

brands. In addition, the study used established scales from existing research to

measure the dimensions of expertise and purchase intention and used SPSS

software to process the questionnaire data to test the research model and

hypotheses presented in this study. The results of this study show that the domain

depth of beauty influencers has a significant effect on Chinese consumers' intention

to purchase beauty brands; the domain breadth of beauty influencers does not

have a significant effect on Chinese consumers' intention to purchase beauty

brands; the type of influencer does not moderate the relationship between the

domain depth of beauty influencers and Chinese consumers' intention to purchase

beauty brands, but the type of influencer does not moderate the relationship

between the domain breadth of beauty influencers and Chinese consumers'

intention to purchase beauty brands. Still, the type of influencer does not moderate

the relationship between the domain breadth of beauty influencers. However,

influencer type has a moderating effect on the relationship between the domain

breadth of beauty influencers and Chinese consumers' intention to purchase beauty

brands.

Marketers of beauty and fashion brands can use the results to select more

appropriate social media influencers for their marketing campaigns. This

dissertation also concludes with some suggestions for future research.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	WANG, Zhaobo
Date Deposited:	07 Jul 2023 11:33
Last Modified:	07 Jul 2023 11:33
URI:	https://eprints.nottingham.ac.uk/id/eprint/70928

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