Impression of Social Media Influencers towards Customers of Locally Manufactured Cosmetic Beauty Products

Abstract

The integration of social media and influencer marketing has significantly transformed the strategies employed by beauty cosmetic businesses in brand communication, reputation management, and consumer engagement. This abstract discussion explores four key themes derived from research: collaboration tools, fostering brand loyalty, enhancing brand reputation, and relatability with social engagement. The qualitative research utilized narratology and purposive sampling involving twelve experienced social media influencers who play a transformative role in empowering companies and sustaining sales, aiding locally manufactured beauty cosmetics companies in promoting their operations, and redefining their branding strategies through an in-depth understanding of the impact of online platforms and influencer partnerships on consumer behavior. Social media influencers serve as essential collaboration tools for beauty cosmetic brands, leveraging their influence and credibility to expand market reach. Forming strategic alliances with influencers who share the same values as our brand and appeal to our target audience allows us to amplify our brand's presence, heighten product recognition, and expedite sales expansion through the creation of authentic content and endorsements. As a result, collaboration with reputable influencers significantly enhances a beauty cosmetic brand's reputation. The devoted and active followers of influencers rely on their endorsements, which lend credibility to endorsed products, attracting fresh customers while also retaining existing ones through positive associations and perceived high quality. Reshaping brand strategies and consumer relationships within the beauty cosmetic industry. Through strategic collaborations and authentic engagement, influencers contribute significantly to sustainable sales growth, enhanced brand reputation, and long-term customer loyalty in today's dynamic digital landscape.