Female Gen Z's Perspectives Toward Beauty Social Media Influencer Attributes Based on TEARS Model

When diving into social media marketing, businesses put effort into their online marketing strategy to be successful. This study aims to thoroughly understand the attributes or factors that influence female Gen Z's perceptions of beauty social media influencers and how these perceptions affect their desire to make purchases. This study was conducted through qualitative research, using in-depth interviews and open-ended questions, with ten female Gen Zs as the research participants to gain first-hand perspectives. The findings of this research highlighted that Trustworthiness, Expertise, Attractiveness, Respect, and Similarity (TEARS) model plays an essential and significant role in female Gen Z's purchasing intention when considering buying from a social media influencer. It was expressed that TEARS model components that matter most to female Gen Zs are indeed Trustworthiness, Expertise, and Similarity. This study's innovative results highlight the various and unique perspectives on female Gen Z and how beauty social media influencers' attributes influence their purchasing intentions, which provides new insight into the demographic. These findings are invaluable for marketers and businesses providing targeted strategies to engage efficiently with female Gen Z's, meanwhile, public relations, academics as well as society with a deep understanding of the digital consumption habits that might influence future communication practices.