The Impact of Social Media Influencers upon Small and Medium Enterprises within the Cosmetic Industry (Quantitative Approach)

Abstract Book of the 11th International Conference on Research in Management and Economics

Year: 2026

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The Impact of Social Media Influencers upon Small and Medium Enterprises within the Cosmetic Industry (Quantitative Approach)

Shagesheela Murugasu, Dr. Ranga Chimhundu, Dr. Anne-Marie Sassenberg

ABSTRACT:

This study examines how social media influencers shape consumer purchase decisions within the cosmetic industry, with particular attention to Generational (Gen Z and Millennials) and gender differences. As small and medium enterprises (SMEs) increasingly invest in influencer marketing, there remains limited empirical clarity regarding how demographic segments respond differently to influence type, platform characteristics, and perceived authenticity. This research addresses the question: To what extend do influence attributes and digital platform engagement influence purchase intention and behaviour across age and gender cohorts? A structured survey was administered to respondents across New Zealand, Australia, Malaysia and Singapore. Quantitative data were analysed using descriptive statistics and chi-quare tests in SPSS to examine associations between demographic variables and influencer-driven purchasing behaviour. This analysis is theoretically grounded in the Theory of Planned Behaviour (TPB) by (Ajzen, 1991), the Technology Acceptance Model (TAM) by (Davis, 1989), Chaffey’s Digital Marketing Model by (Chaffey, 2012), and the Social Influence Theory (SIT) by (Kelman, 1958). The findings reveal statically significant generational and gender based differences in influencer responsiveness. The Gen Z and Millennial female consumers demonstrate a stronger engagement with micro influencers and authenticity driven content particularly on visually oriented platforms while the male consumers exhibit relatively greater trust in macro influencers and informational credibility cues. The female respondents also report higher levels of influencer induced product trials and online purchases compared to male respondents. Across product categories, skincare and colour cosmetics show the highest levels of influencer impact with authenticity emerging as a central determinant of purchase intention. The results suggest that influencer marketing effectiveness is not uniform but moderated by demographic characteristics. For cosmetic SMEs, targeted segmentation strategies aligned with influencer type and platform choice are essential to enhance digital conversion outcomes. Future research will integrate qualitative and quantitative findings to refine the conceptual model and strengthen theoretical contribution.

Keywords: Consumer Behaviour; Digital Marketing