The Depiction of Beauty-by-Beauty Influencers on Instagram and Generations Z's Perception of Them

Social media influencers (SMIs) are immensely popular and act as cultural gatekeepers for beauty. While advertisers commonly believe that "beauty sells," this study asks (1) what types of beauty do SMIs depict and how does it compare to that portrayed in fashion magazines over thirty years...

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Bibliographic Details
Published in:Journal of promotion management 2024-04, Vol.30 (3), p.473-512
Main Authors: Williams, David E., Pochipinski, Breanna, MacDonald, Michaela, Caulfield, Jane
Format: Article
Language:English
Subjects:
Advertising
Beauty
Consumers
Content analysis
Cultural values
Fashion magazines
Generation Z
Influencer marketing
Instagram
Interpretative phenomenological analysis
Social media
social media influencers
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Summary:Social media influencers (SMIs) are immensely popular and act as cultural gatekeepers for beauty. While advertisers commonly believe that "beauty sells," this study asks (1) what types of beauty do SMIs depict and how does it compare to that portrayed in fashion magazines over thirty years ago? (2) as cultural gatekeepers what cultural values do SMIs depict and how are they related to the types of beauty? And (3) what are Generation Z's (Gen Z) perceptions of the types of beauty depicted by beauty SMIs? These questions are answered through a content analysis of the top-100 beauty influencers and interviews with 20 Gen Z consumers analyzed using Interpretative Phenomenological Analysis The study found that standard beauty ideals are still valuable when used by SMIs, but the weight of each type is more fluid and SMIs can flow between more than one. SMIs are also helping to grow new or nonstandard beauty ideals, categorized as "other." The study proves extant knowledge evolves and adapts to this new revolutionary digital format and highlights future possible paths for the future of Gen Z beauty advertising.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2023.2279765