This week, Inderscience Research Picks are focusing on a special issue of the International Journal of Internet Marketing and Advertising dedicated to social media influencers.
The credibility of digital influencers on YouTube and Instagram is discussed in a paper from Elmira Djafarova of the Faculty of Business and Law at Northumbria University, Newcastle upon Tyne, UK, and Natasha Matson of the Newcastle Business School there. The team has specifically looked at those people who are commonly referred to as micro-celebrities in the realm of beauty on these platforms.
The team found that for “beauty gurus” trustworthiness is the most important factor determining credibility but the quality of the video and images shared and the “professionalism” of the person’s profile is also an important part of the public’s perception of a given influencer. In addition, the team found that those influencers using YouTube had the most effect on viewers aged between 18 and 21 years old and was less potent in the older target group, 22-29 year olds. This, they suggest, implies that beauty reference group influence decreases with audience age.
It has previously been demonstrated that beauty gurus are responsible for all (97.4%) of the conversation and “buzz” surrounding new beauty products. But,…