New research determines a winner
New research from Dr. Oluwakemi (Kemi) Shobowale shows that people prefer to get their paid mascara recommendations from influencers rather than celebrities.
Dr. Shobowale is a social media enthusiast and recently completed her PhD. on celebrity endorsements with a focus on beauty influencers. His research found that “micro-celebrities,” meaning influencers who are popular in a niche or community, rank higher in three categories: attractiveness, trustworthiness, and expertise. The next two categories tipped the balance.
We consider influencers to be “real people”
Unlike celebrities, influencers are considered closer to the average person. They can be ambitious in a way that always seems achievable. This is a perception supported by the influencer model.
Influencers want engagement – and by interacting in their comments and posts, they participate in a feedback loop. It also reflects word of mouth where conversations about brands take place online.
“Usually these conversations are organic, based on personal experiences, and therefore are more likely to be credible, primarily because they come from ‘real people,’ who members of the target market can relate to and relate to. “, says Dr. Shobowale. .
Additionally, established influencers in a niche like beauty are seen as relative experts, in much the same way a beauty editor might have been perceived 20 years ago.
“Since the micro-celebrity has a voice in a niche, which is more likely to be a consequence of skill, it’s very likely that they’ll be listened to because members of that niche/community view them as ‘experts,'” says Dr. Shobowale.
Additionally, followers may be able to see real change when an influencer adopts a product, such as teeth whitening or straightening. A celebrity is seen as having a team of personal trainers, nutritionists, makeup artists, dermatologists, cosmetic surgeons, etc. Thus, any product improvement claim is less convincing.
Of course, that doesn’t mean influencer marketing is genuine. There is a problem with influencer fraud, where influencers are not users of the product while misleading people. This can be the case for influencers as well as celebrities.
“Beauty gurus” are more trustworthy to the public when the quality of their output is high
Provided by Swinburne University of Technology
Quote: Celebrities vs Influencers: New Study Determines a Winner (January 17, 2022) Retrieved January 17, 2022 from https://phys.org/news/2022-01-celebrities-winner.html
This document is subject to copyright. Except for fair use for purposes of private study or research, no part may be reproduced without written permission. The content is provided for information only.