Study of Beauty Consumer Behavior on Social Media: The Effectiveness of Beauty Influencer Marketing Targeting Generation Z

This study investigates the impact of social media on beauty consumer behavior, with a specific focus on the effectiveness of influencer marketing targeting Generation Z. As one of the most digitally engaged demographics, Generation Z actively shapes beauty trends on platforms such as Instagram, TikTok, and YouTube. Their engagement with these platforms is influenced by several key factors, including information availability, trustworthiness, interactivity, and timeliness. These factors were examined to determine their impact on Gen Z’s satisfaction and recommendation behaviors. The findings revealed that satisfaction among Generation Z consumers is significantly influenced by information availability, interactivity, and timeliness, while trustworthiness did not show a notable effect. Conversely, recommendation behaviors were positively affected by information availability, trustworthiness, and timeliness but were not influenced by interactivity. These results highlight the unique digital consumption patterns of Generation Z, where dynamic and accessible content plays a critical role in driving satisfaction and recommendation intentions. Additionally, their tendency to engage passively spending more time observing than actively sharing content was identified as a characteristic behavior. This study contributes to the understanding of Generation Z’s beauty consumption behavior and provides foundational insights for developing effective influencer marketing strategies. Future research should examine platform-specific behaviors to design more targeted and sophisticated approaches for engaging Generation Z consumers in the beauty market.