Social Media Influencers, the New Advertising Agency?: Examining the Impact of Social Media Influencer Marketing on the Cosmetics Industry.
This paper examines the impact of social media influencers within the cosmetics industry, with a particular focus on their role as marketing agents. Deutsch and Gerard’s normative social influence theory was used to support the research. This study used a self-completing questionnaire in which respo...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
IGI Global
2022
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/2108/ https://www.igi-global.com/gateway/article/297201 http://doi.org/10.4018/IJPSS.297201 |
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