In the field of marketing, influencer promotions evolved to an established strategy to spread awareness about brands and to target potential customers. Especially the beauty industry utilizes the strategic communication approaches through the embeddedness of products into the creative content of influencers in order to persuade consumers. The purpose of this research paper is to examine the influencing power of those digital opinion leaders while comparing this potential with traditional print advertisements in magazines. In this process, particular focus has been laid on the perceived credibility of both marketing techniques applied on the luxury cosmetic market in Austria. Through a quantitative survey with paper and pencil questionnaires, data on attitudes and perceptions of 120 respondents could be gathered in Klagenfurt. Results of the study reveal that influencer advertisings are not automatically more influencing than traditional print advertisements. However, a positive pre-attitude towards beloved influencers affect people to develop a more positive attitude towards brands and products that were advertised by social media opinion leaders. These findings suggest that luxury cosmetic brands should create a marketing mix that implements a complementary storytelling strategy between influencer promotions and print advertisements. Thereby, companies can target influencer followers as well as consumers of older generations to achieve a communication concept which attract potential customers in a diversified way.
Table of Contents
- 1. Introduction
- 2. Framework Conditions
- 2.1 Definition of Influencer Marketing and Advertising
- 2.2 Definition of the Luxury Cosmetic Industry
- 2.3 Influencer Advertising in the Luxury Cosmetic Industry
- 3. Theoretical Part: Influence of Traditional Advertising vs. Influencer Advertising
- 3.1 The Influence of Advertisements towards Consumers
- 3.2 Electronic Word-of-Mouth Concept
- 3.2.1 Definition of Electronic Word-of-Mouth
- 3.2.2 Effects of eWOM on Customer Purchase Intentions and Brand Image
- 3.3 Influencing Potential of Influencers as Opinion Leaders
- 3.3.1 Opinion Leaders Interaction with Social Media Communities
- 3.3.2 Individual Differences That Strengthen the Intensity of Influence
- 3.3.3 Effects of Negative Influencer Recommendations
- 3.4 Scientific Theories Determining the Communication Credibility
- 3.4.1 Definition of Credibility
- 3.4.2 Determinants of the Communication Credibility
- 3.4.2.1 Source-Credibility Theory
- 3.4.2.2 Interpersonal Factors
- 3.4.2.3 Heuristic-Systematic-Model
- 3.5 Credibility Concerning Influencers vs. Celebrity Endorsers
- 3.6 Composition of the Research Model
- 4. Empirical Analysis
- 4.1 Method
- 4.2 Company Description: Lancôme Paris
- 4.3 The Influencers of the Blog “Les Factory Femmes”
- 4.4 Variables and Items
- 4.5 Sample Characteristics
- 4.6 Research Findings
- 5. Discussion and Implications
- 6. Limitations and Directions for Future Research
Objectives and Key Themes
This master's thesis aims to examine the influencing power of influencer advertising in the luxury cosmetic industry, comparing it to traditional print advertising. The study focuses on the perceived credibility of both methods in Austria.
- The comparative influencing power of influencer marketing and traditional print advertising.
- The role of credibility in shaping consumer attitudes and purchase intentions.
- The impact of influencer reputation on brand perception and product preference.
- The application of the Source-Credibility Theory and Heuristic-Systematic Model to understand consumer information processing.
- The differences in credibility perception between influencers and celebrity endorsers.
Chapter Summaries
1. Introduction: This chapter introduces the concept of word-of-mouth marketing and its evolution into the digital realm. It highlights the increasing use of influencer marketing in the cosmetic industry, particularly the luxury segment, and emphasizes the research gap in comparing influencer marketing with traditional advertising approaches within this sector. The study's focus on a direct comparison of influencer marketing and print advertising regarding customer influence, including the investigation of influencers' roles as opinion leaders and their credibility compared to celebrity endorsers, is clearly stated.
2. Framework Conditions: This section lays the groundwork for the study by defining key terms and providing background information. It delves into the definitions of influencer marketing and advertising, tracing its origins from the concept of "market mavens." The chapter explains the evolution of this marketing form with the emergence of Web 2.0 and social media platforms. It then defines the luxury cosmetic industry, highlighting its characteristics and market dynamics. Finally, it explores the intersection of influencer advertising and the luxury cosmetic industry, presenting case studies of successful influencer collaborations and the changing marketing landscape in the beauty sector.
3. Theoretical Part: Influence of Traditional Advertising vs. Influencer Advertising: This chapter presents the theoretical framework for the study. It explores established theories of advertising influence, examining how advertisements persuade consumers through symbolism, emotional appeals, and the use of celebrity endorsers. The chapter introduces the concept of electronic word-of-mouth (eWOM) and its impact on customer purchase intentions and brand image, differentiating eWOM from traditional advertising methods. It then delves into the influencing potential of influencers as opinion leaders, examining their interaction with social media communities and the factors that strengthen their influence. The chapter critically analyzes scientific theories, including the Source-Credibility Theory and the Heuristic-Systematic Model, to understand how credibility shapes communication effectiveness, while also discussing interpersonal factors influencing credibility perception. Finally, it compares the credibility of influencers and celebrity endorsers, leading to the formulation of several hypotheses that guide the empirical part of the study.
4. Empirical Analysis: This chapter details the methodology and findings of the quantitative study conducted to test the hypotheses. It describes the chosen research method, the rationale for using paper and pencil questionnaires, and the selection of Lancôme Paris’ “Teint Idole Ultra Wear Foundation” campaign as the case study. The chapter provides information on the sample characteristics, including demographics and the division of participants into groups to compare different advertising approaches (blog post, video, and print advertisement). It further explains the variables and items used in the questionnaire, including the application of factor analysis and reliability testing. Finally, the chapter presents the statistical analysis results, interpreting the findings in relation to the hypotheses formulated in the previous chapter.
Keywords
social media influencer, print advertising, influencing power, credibility, consumer attitude, luxury cosmetic industry, Source-Credibility Theory, Heuristic-Systematic Model, eWOM, Lancôme Paris, Les Factory Femmes
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this master's thesis?
This master's thesis investigates the influencing power of influencer advertising in the luxury cosmetic industry, comparing it to traditional print advertising, specifically focusing on perceived credibility in Austria.
What are the key objectives of the study?
The study aims to compare the influencing power of influencer marketing and traditional print advertising; examine the role of credibility in shaping consumer attitudes and purchase intentions; analyze the impact of influencer reputation; apply relevant theories (Source-Credibility Theory and Heuristic-Systematic Model) to understand consumer information processing; and compare the credibility perception of influencers and celebrity endorsers.
What theoretical frameworks are used in the study?
The study utilizes the Source-Credibility Theory and the Heuristic-Systematic Model to understand how credibility impacts communication effectiveness. It also explores the concept of electronic word-of-mouth (eWOM) and its influence on consumer behavior.
What is the methodology employed in the empirical analysis?
The empirical analysis uses a quantitative approach with paper and pencil questionnaires. The study focuses on Lancôme Paris’ “Teint Idole Ultra Wear Foundation” campaign and the blog “Les Factory Femmes.” Factor analysis and reliability testing were employed.
Which company and influencer group are analyzed in the empirical study?
The empirical analysis focuses on Lancôme Paris and the influencers from the blog "Les Factory Femmes."
What are the key themes explored in the thesis?
Key themes include the comparative influencing power of influencer marketing and traditional print advertising; the role of credibility in consumer decision-making; the impact of influencer reputation on brand perception; and the application of communication theories to understand consumer behavior in the context of influencer marketing.
What are the chapter summaries?
Chapter 1 introduces the study's topic and research gap. Chapter 2 defines key terms and provides background information. Chapter 3 presents the theoretical framework. Chapter 4 details the empirical analysis, methodology, and findings. Chapter 5 discusses implications, and Chapter 6 addresses limitations and future research directions.
What are the key words associated with this research?
Key words include social media influencer, print advertising, influencing power, credibility, consumer attitude, luxury cosmetic industry, Source-Credibility Theory, Heuristic-Systematic Model, eWOM, Lancôme Paris, and Les Factory Femmes.
What is the structure of the document preview?
The preview includes a table of contents, objectives and key themes, chapter summaries, and keywords. It provides a comprehensive overview of the study's content.
What is the intended audience for this document?
The document is intended for academic use, facilitating the analysis of themes in a structured and professional manner.
- Quote paper
- Anonym (Author), 2020, Influencer Advertising versus Traditional Advertising, Munich, GRIN Verlag, https://www.grin.com/document/1034987
