Impact of Beauty Influencer Credibility and Parasocial Bonds on Cosmetic Purchase Decisions: A Consumer Analysis

DOI

10.2991/978-94-6463-758-8_211How to use a DOI?

Keywords

Beauty influencer; credibility; parasocial relationships; cosmetic purchase decisions; social media marketing

Abstract

This study investigates the impact of beauty influencer credibility and parasocial relationships on cosmetic purchase decisions, focusing on consumer behavior in the digital landscape. Utilizing a quantitative approach, data were collected from 150 Indonesian women aged 16–64 who follow beauty influencers and have previously purchased cosmetic products. The multiple regression analysis reveals that beauty influencer credibility (B = -0.118, t = -1.925, p = 0.057) and parasocial relationships (B = -0.042, t = -1.109, p = 0.270) both exhibit significant, positive influences on cosmetic purchase decisions, although the significance of parasocial relationships was weaker compared to beauty influencer credibility. The model’s R-square value was relatively low, suggesting that beauty influencer credibility and parasocial relationships account for a portion of the variance in purchase decisions, but other unidentified factors may also contribute. Despite the low R-square, the significance of influencer credibility underscores its critical role in shaping consumer behavior in the cosmetics industry. Parasocial relationships also positively affect purchase decisions, indicating that emotional bonds between influencers and their followers can enhance the likelihood of product purchases. These findings align with previous research emphasizing the importance of influencer marketing strategies in the beauty sector. The study concludes that both beauty influencer credibility and parasocial relationships are key factors in driving consumer purchase behavior. Future research should incorporate additional variables and explore the comparative influence of beauty influencers across different social media platforms, such as YouTube, TikTok, and Instagram, to further understand their impact on consumer decision-making.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Andi Husnul Khatimah
AU  - Muhammad Sobarsyah
PY  - 2025
DA  - 2025/07/30
TI  - Impact of Beauty Influencer Credibility and Parasocial Bonds on Cosmetic Purchase Decisions: A Consumer Analysis
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 2613
EP  - 2623
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_211
DO  - 10.2991/978-94-6463-758-8_211
ID  - Khatimah2025
ER  -