Trustworthy Trends: Analyzing How TikTok Cosmetic Influencers Establish Authenticity Among College-Age Women
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Mentor Information
Dr. Carol Osborne
Description
Social media has been on the rise as a tool for marketing in recent years with influencers taking the marketing field by storm. With Generation Z (Gen Z) entering adulthood and the workforce in the past decade, they have contributed increasing buying power to the US economy. Using the rise of influencers on platforms like TikTok, brands have reached these younger consumers on a seemingly more personal level. The makeup and skincare industry is just one of many that became heavily defined by influencer culture specifically on platforms like TikTok. This study will look at the impact of the rise of makeup and skincare influencers and which factors influence their perceived authenticity from the perspective of “college-age” women between the ages of 18-24. This study suggests that honesty about product performance whether positive or negative is one of the most important factors to college-age women when determining whether to trust a TikTok influencer’s recommendation. Other factors such as visual presentation, number of followers, and engagement with the audience, are analyzed and interpreted in the following study. This works to provide an outline and recommendation for companies looking to work with TikTok influencers in this industry to reach the female 18-24 target market.
Trustworthy Trends: Analyzing How TikTok Cosmetic Influencers Establish Authenticity Among College-Age Women
Social media has been on the rise as a tool for marketing in recent years with influencers taking the marketing field by storm. With Generation Z (Gen Z) entering adulthood and the workforce in the past decade, they have contributed increasing buying power to the US economy. Using the rise of influencers on platforms like TikTok, brands have reached these younger consumers on a seemingly more personal level. The makeup and skincare industry is just one of many that became heavily defined by influencer culture specifically on platforms like TikTok. This study will look at the impact of the rise of makeup and skincare influencers and which factors influence their perceived authenticity from the perspective of “college-age” women between the ages of 18-24. This study suggests that honesty about product performance whether positive or negative is one of the most important factors to college-age women when determining whether to trust a TikTok influencer’s recommendation. Other factors such as visual presentation, number of followers, and engagement with the audience, are analyzed and interpreted in the following study. This works to provide an outline and recommendation for companies looking to work with TikTok influencers in this industry to reach the female 18-24 target market.
