Exploring the effects of audience and strategies used by beauty vloggers on behavioural intention towards endorsed brands

Influencer marketing has become a potent and dynamic force in the digital age, changing the face of marketing in a variety of sectors. Even though social media influencers are still important in corporate communication strategies, there are still unresolved issues concerning what exactly makes an influencer powerful and how that influence impacts the behaviour of their followers. This research investigates the role of interactional elements used by beauty vloggers on the purchase intentions of consumers. In addition to the influence of beauty vloggers, there are inherent aspects that impact consumer purchasing behaviour. The present study also examines the impact of audience characteristics in forming consumer attitudes towards beauty vloggers that result in shaping favourable consumer behaviour. The study was carried out on individuals aged 16 to 45 years, who use social platforms regularly. Data obtained from 367 respondents from North India was analysed using structural equation modelling with the SmartPLS software. The outcome of the study demonstrates that interactional elements used by beauty vloggers impact the behaviour of consumers. The results also showed that perceived influence serves as a partial mediator in the relationship between interactional elements and consumers' purchase intention. Moreover, findings indicate that when consumers hold favourable attitudes towards beauty vloggers, the impact of self-concept and personality congruence enhancement on consumer behaviour is amplified, showcasing the mediating role of consumer attitude. The study's findings offer insights that can assist industrial marketers and cosmetic company practitioners in strategically selecting influencers to boost sales.