Comparison between the influence of social media influencers and showbiz celebrity endorser on purchase Intention for cosmetics products, evidence from Gen Z

Abstract

Preferences of modern consumers have been overwhelmingly influenced by digital environment. Nowadays, social media interactions, online endorsements, and exposure to public figures shape preferences and decision making. Endorsements from social media influencers (SMIs) and celebrity endorsers have become dominant tools for cosmetics brands seeking to expand market share and reach new customers. However, despite extensive use of these promotional strategies, little empirical studies have investigated their comparative influence in cosmetics industry. This study is focused over fulfilling this gap in previous research by investigating comparative influence of both endorsement strategies over the purchase intention of Gen Z in cosmetics industry. For this purpose, quantitative research was conducted with scales adapted from previous valid studies. 200 valid responses were collected, which were then analyzed using SPSS. This process incorporated descriptive analysis, reliability check and hypothesis testing. This research framework examined comparative influence of two independent variables, influencers marketing and celebrity endorsements, on purchase intention of Gen Z cosmetics consumers. Analysis indicated that endorsement by celebrity exhibits stronger and more significant impact over purchase intention of Gen Z consumers. Although influence of social media influencers was found to be comparatively weaker than celebrity endorsement, it still remained significant. These insights hold considerable implications for marketers, brand strategists and advertisers for collaborating with endorsers having perfect match for their requirements. Findings of study indicated that brands seeking to enhance purchase intention should adopt hybrid endorsement strategy to get comprehensive outcomes. Furthermore, this study offers an empirical foundation by contributing to existing academic literature for future research. Overall, this study demonstrates practical insights into comparative influence of social media influencers and celebrity endorsements, for all stakeholders related to cosmetics industry, academically and managerially.