International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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A systematic literature review on influencer marketing in the beauty brand industry

Author(s) Ms. Arti Sanwar Verma, Prof. Bhawani Shankar Sharma
Country India
Abstract Influencer marketing has become a pivotal strategy for beauty brands, yet the academic literature remains fragmented across diverse dimensions, necessitating a systematic synthesis of existing knowledge. This review aims to consolidate research on influencer marketing within the beauty industry, examining its effectiveness, credibility, ethical considerations, and emerging trends such as virtual influencers. We adopt a systematic approach to identify, analyze, and synthesize relevant studies, ensuring a comprehensive understanding of the current landscape. The findings reveal that influencer marketing significantly impacts consumer behavior, with credibility and trust playing critical roles in shaping brand perceptions; however, the lack of transparency in sponsorship disclosures often undermines these effects. Parasocial interactions and self-brand connections further amplify engagement, while virtual influencers introduce novel dynamics that challenge traditional authenticity norms. Content strategies and message framing are identified as key determinants of campaign success, yet ethical concerns persist regarding the manipulation of consumer trust. The review highlights gaps in the literature, particularly in cross-cultural studies and long-term effects, and proposes directions for future research. By integrating multidisciplinary insights, this paper provides a structured foundation for academics and practitioners seeking to navigate the complexities of influencer marketing in the beauty sector.
Keywords Influencer Marketing, Beauty brands
Field Business Administration
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-02-21
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.69498
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E-ISSN 2582-2160
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