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

The digital age has transformed marketing, with social media influencers, particularly beauty vloggers, playing a significant role. While influencer marketing is widely used, understanding the precise mechanisms driving its effectiveness remains an ongoing challenge. This study addresses this gap by exploring the interplay between interactional strategies employed by beauty vloggers and audience characteristics to predict consumer purchase intention. Consumers now rely more on social media for information than traditional media, making understanding influencer influence crucial. Previous research has focused on influencer credibility and attractiveness, but less attention has been given to the relationship dynamics between influencers and their audiences. This study aims to bridge this gap, providing insights into how beauty vloggers cultivate strong relationships with their followers and how this, in turn, impacts consumer behavior. Specifically, the study examines the role of four key interactional elements: parasocial interactions, emotional attachment, meaning transfer, and informational value. It also considers audience characteristics such as self-concept and the congruence between the consumer's and influencer's personalities. The study's objectives are to: 1) investigate how beauty vloggers' interactional elements influence purchase intention; 2) examine the mediating role of perceived influence in this relationship; 3) assess the impact of audience characteristics on purchase intention; and 4) investigate the mediating role of consumer attitude in the relationship between audience characteristics and purchase intention. The research employs social exchange theory and self-congruence theory to provide a comprehensive framework for understanding these complex interactions.

Existing literature has explored various aspects of influencer marketing, including influencer credibility, attractiveness, and popularity. Studies have shown the effectiveness of social media influencers in shaping consumer behavior. However, there's a gap in understanding how interactional elements contribute to the success of vlogger-driven marketing, and how audience characteristics moderate this effect. Research has investigated individual interactional components, like meaning transfer and parasocial interactions, often in the context of celebrity endorsement. But the combined influence of multiple interactional elements on purchase intention in the context of beauty vloggers requires further exploration. The literature also highlights the significance of personality alignment between celebrity endorsers and products, but overlooks the role of self-concept and consumer-influencer personality congruence in shaping consumer behavior. This study seeks to fill these gaps by examining the combined impact of various interactional elements and audience characteristics, mediated by perceived influence and consumer attitude.

This quantitative study employed a survey to collect data from 367 respondents aged 16–45 in North India who regularly use social media platforms. Convenience sampling was used due to the difficulty in precisely identifying the target population of social media users. The questionnaire, adapted from existing literature, measured parasocial interactions, emotional attachment, meaning transfer, informational value, self-concept, user-influencer personality congruence, perceived influence, consumer attitude, and purchase intention using a 5-point Likert scale. Data analysis was conducted using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 4.0. This method was chosen due to its suitability for complex models with latent variables and its ability to handle non-normal data. The measurement model was assessed for reliability and validity using various criteria, including factor loadings, Cronbach's alpha, composite reliability, average variance extracted (AVE), and the heterotrait-monotrait ratio of correlations (HTMT). The structural model was then evaluated to examine the relationships between variables, including the mediating roles of perceived influence and consumer attitude. Multicollinearity was checked, and the coefficient of determination (R2) was calculated to assess the explanatory power of the model. Bootstrapping was used to assess the significance of path coefficients. Additionally, PLSpredict was used to assess the model's predictive relevance.

The PLS-SEM analysis revealed significant positive relationships between several variables. Hypothesis 1, suggesting a positive impact of interactional elements on perceived influence, was supported (β = 0.712, p < 0.001). Hypothesis 2, proposing a positive impact of interactional elements on purchase intention, was also supported (β = 0.257, p < 0.001). Hypothesis 3, indicating a significant impact of perceived influence on purchase intention, was confirmed (β = 0.411, p < 0.001). Hypothesis 4, suggesting a mediating role for perceived influence between interactional elements and purchase intention, was supported, showing a partial mediating effect. Hypothesis 5, proposing a positive impact of audience characteristics on consumer attitudes, was also supported (β = 0.516, p < 0.001). Hypothesis 7, suggesting a positive impact of consumer attitude on purchase intention, was confirmed (β = 0.134, p = 0.047). Hypothesis 8, proposing a mediating role of consumer attitude between audience characteristics and purchase intention, was also supported, demonstrating a full mediation effect. However, Hypothesis 6, predicting a direct positive impact of audience characteristics on purchase intention, was not supported (β = 0.055, p = 0.331). The R² values for consumer attitude (0.266), perceived influence (0.507), and purchase intention (0.581) indicated a moderate to substantial explanatory power of the model. The model's predictive relevance was further confirmed by the Q² values, which were all greater than 0 for the endogenous variables, indicating that the model provides meaningful predictive capabilities. PLSpredict analysis further supported the model’s predictive relevance, showing that most items yielded fewer prediction errors in the PLS model than in the linear model.

The findings support the significant role of interactional elements used by beauty vloggers in influencing consumer purchase intentions. The mediating effect of perceived influence highlights the importance of establishing trust and credibility with the audience. The results also underscore the indirect influence of audience characteristics, mediated by consumer attitudes. While audience characteristics (self-concept and user-influencer personality congruence) didn't directly impact purchase intention, a favorable attitude towards the vlogger significantly increased the likelihood of purchase. This suggests that the connection between audience traits and behavior is not direct but relies on the formation of a positive attitude toward the influencer. This research contributes to the understanding of influencer marketing by demonstrating the complex interplay between interactional strategies, audience characteristics, and consumer behavior. The study extends social exchange theory and self-congruence theory to explain influencer marketing dynamics in a nuanced way. This study provides valuable insights for marketers in influencer selection and campaign design. The emphasis on cultivating positive consumer attitudes and leveraging interactional elements that build trust is crucial for maximizing the effectiveness of influencer marketing strategies. The findings also highlight the need to consider both direct and indirect effects of influencer strategies on purchasing intention.

This study provides a comprehensive examination of the factors influencing consumer behavior in the context of beauty vlogger marketing. The findings confirm the significant impact of interactional elements, mediated by perceived influence, and the indirect influence of audience characteristics, mediated by consumer attitude, on purchase intention. The study extends existing theoretical frameworks and offers practical implications for marketers seeking to leverage influencer marketing effectively. Future research could explore cross-cultural comparisons, investigate the impact of sponsored content disclosures, and examine the long-term effects of influencer-consumer relationships.

The study has several limitations. The sample was limited to a specific demographic group (16-45 year-olds in North India), which may limit the generalizability of the findings. The use of convenience sampling may introduce sampling bias. Future studies could address these limitations by using more diverse samples and employing probability sampling techniques. The study focused solely on beauty vloggers; further research could extend these findings to other influencer niches.