SHS Web Conf.
Volume 165, 2023The 2nd International Conference on Creative Industries and Knowledge Economy (CIKE 2023)
|Number of page(s)||4|
|Section||E-commerce and Economic and Trade Marketing|
|Published online||03 May 2023|
How beauty influencers on TikTok can affect the purchasing of cosmetics
Bachlor of Business, Management, James Cook University, Qingdao, Shandong, 266100, China
* Corresponding author: firstname.lastname@example.org
Businesses in the cosmetics industry have struggled to preserve their market share, growth, and growing consumer preferences. According to Chatzigeorgious (2017), one strategy for these businesses to enhance their product sales is using beauty influencers (— for example, beauty product influencers on social media). This study thus aimed to examine the effect of TikTok beauty influencers on cosmetics sales. The report will demonstrate consumers’ attitudes as well as behaviors towards beauty influencers’ recommendations for cosmetics. The research employed quantitative research strategy survey methods. The research respondent entailed 100 individuals selected through the convenience sampling technique. It is also presented in the form of tables. The research findings showed that beauty influencers play a significant role in influencing customer purchasing decisions.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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