The impact of influencers on brand image in the personal care and beauty industry

Nowadays, a significant portion of consumers spends a considerable amount of their time on social media platforms. This situation has led to significant changes in the marketing world. With the increase in competition, brands have placed social media at the center of their marketing strategies. Social media tools have become a powerful hub for brands to interact with their target audiences, increase brand awareness, and promote their products. Therefore, it is becoming increasingly important for brands to establish an effective presence on social media and connect with consumers. In recent years, a frequently preferred marketing strategy is influencer marketing. This strategy focuses on having social media influencers with a large following promote brands or products. Brands aim to reach a broader audience for their products through influencer collaborations. This research aims to determine the extent of the positive and negative effects of influencers on brand image in the personal care and beauty industry. Accordingly, the study consists of three sections. The first section provides information about influencer marketing, while the second section focuses on brand image. In the final section, scale questions related to influencer marketing and brand image were administered to consumers within a specific age range who use social media, and the extent of their impact on brand image was analyzed.