Beauty Influencers on Social Media: How They Shape ConsumerEmotions And Brand Loyalty in the Cosmetics Industry

Nowadays, beauty influencers are more than content creators; they influence how people feel, think, and choose products.This study looks at how consumers view the authenticity of beauty influencers, the emotions their content brings up, and how these experiences affect brand loyalty.It also looks at how people tell the difference between a genuine recommendation and a post that feels purely commercial.To better understand these dynamics, we conducted in-depth interviews with 15 women aged between 20 and 40, all active on social media and engaged with beauty-related content.The findings show that authenticity is key to building trust.The study brings fresh insights into the emotional side of influencer marketing in the beauty industry and highlights the importance of staying genuine, consistent, and emotionally in tune with the audience.