SOCIAL MEDIA INFLUENCER MARKETING TOWARD CUSTOMERS' PURCHASE INTENTION: A CASE OF SUSTAINABLE COSMETIC BRANDS

Abstract

Social media has witnessed a global surge in popularity, fueled by continuous technical advancements that have disrupted traditional media industry patterns, procedures, and standards. This has resulted in the developing of fresh and inventive marketing tools and strategies, such as influencer marketing. This study explored the direct and indirect effects of influencer marketing by sustainable cosmetic brands on customers' purchase intention, focusing on the mediating role of brand equity and electronic word‐of‐mouth (e‐WOM). Structural equation modeling (SEM) was utilized to assess the proposed model based on the responses gathered from 237 respondents. The findings show that there is a significant impact of influencer marketing on purchase intention both directly and indirectly. Both mediators were found to be partially mediating the relationship. This study will be extremely helpful to practitioners and decision-makers as they develop their plans and seize up‐and‐coming market opportunities.