An investigation into consumer and influencer perceptions of using social media influencers at events as a way to promote fashion and beauty brands.
Purpose The purpose of this study is to identify consumer and influencer perceptions of the effectiveness of using social media influencers at events as a way to promote brands in the fashion and beauty industry. The results will provide a guide to best practice in this important and developing marketing technique. Methodology The methodology adopted for this project was qualitative research in the form of semistructured interviews conducted face-to-face, by email and by telephone. The principal reason for selecting this method was the need to understand participants’ perceptions, something strongly associated with qualitative methodology. Interviews were conducted with 8 consumers and 2 influencers. Findings The findings of this research project indicate that consumers and influencers perceive the use of social media influencers at events to be an effective way to promote brands in the fashion and beauty industry. Research Limitations The principal limitation imposed on this research was time, preventing the researcher from conducting more primary research. Future Research For a further developed understanding of the effectiveness of influencer marketing, it is recommended that an investigation should be undertaken into an organisation’s perspective and practices of influencer marketing at events.