Assessing the effectiveness of influencer marketing communication of beauty products on social media in South Africa: A consumer's perspective

Odireleng Ramela; Marike Venter de Villiers; Tinashe Chuchu

doi:10.18820/24150525/Comm.v27.6

Authors

Odireleng Ramela University of the Witwatersrand, South Africa https://orcid.org/0000-0003-1867-6749
Marike Venter de Villiers University of the Witwatersrand, South Africa https://orcid.org/0000-0002-3802-699X
Tinashe Chuchu University of the Witwatersrand, South Africa https://orcid.org/0000-0003-1867-6749

DOI:

https://doi.org/10.18820/24150525/Comm.v27.6

Keywords:

Influencer marketing, Marketing communication, Social media, Likability, Electronic word-of-mouth

Abstract

The impact of social media influencers has attracted much attention from researchers, resulting in an increase in literature on the topic. The objective of this study was to test empirically the influence of beauty product social media influencers. Their influence is measured based on trust/authenticity, image congruency, perceived popularity, number of followers, and likability. The study made use of quantitative methods to obtain the necessary results to make informed conclusions. A self-administered survey was prepared and used to gather opinions. Data was collected through convenience sampling from 287 willing participants in Braamfontein, a business district in Johannesburg, South Africa. The results show that trust and likability play a significant role in the influence on consumers when it comes to influencer/social media marketing.