The impact of influencer marketing on brand loyalty towards cosmetics brands: Comparison of generation Z and millennial

In today's age, the internet has taken a role in connecting social media platforms where individuals connect with each other to marketing strategies for product awareness. Information and Communication Technologies opportunities have actually significantly changed the perspective on purchasing products on the digital platform. In recent years, influencers in particular have changed consumers' perspectives on the authenticity of the product, making them more knowledgeable about the products they want to buy. The use of influencer marketing, particularly in the cosmetics industry, tends to have a higher impact on younger generations compared to generations Y and Z, as well as generations that have experienced traditional marketing. According to previous studies, influencers find approval for young female consumers and influence them to purchase certain cosmetic products that suit their taste and characteristics. In this way, it increases the loyalty of female consumers to that brand.