Published Paper Details:

The study explores the dynamics of influential marketing in beauty industry, with a specific focus on Instagram as a pivotal channel in increasing brand awareness. The purpose of this study is to investigate the correlation between PR and Influential Marketing to ascertain why Instagram is the most suitable and effective social media platform for raising brand awareness of beauty brands. Additionally, the study aims to explore how beauty influencers increase brand recognition and determine if Millennials or Gen Z are more likely to engage with beauty-related influencer marketing. This study employs a Mixed-Method approach by conducting a structured survey to get insights from individuals who are well-versed in the beauty industry's Instagram influencers. In order to provide a robust data set from individuals actively engaging with Instagram beauty influencers, purposive sampling is used to identify individuals with relevant experience or knowledge. The expected results of this study should deepen our comprehension of Instagram's potential as a platform for influencer marketing of beauty sector.