Analysis of Influence Marketing Impact on Purchase Intention in Cosmetics Industry in the Russian Federation

This work has tried to address current problems faced by influence marketing. When describing the structure of influence market, it was possible to determine that the advertiser suffers most from the problems of fraud and decreasing level of confidence for influencers. However, the recommendations identified based on the results of the current study will also be useful for agencies that specialize in providing influence marketing services. In the practical part of this study, the influence of personal and external characteristics of influencers on the propensity to buy cosmetic products was analyzed. Based on the results of this analysis, it can be emphasized that in cooperation with middle and micro-influencers, advertisers in the cosmetics industry should pay attention to such characteristics of the influencer as professionalism, credibility and attractiveness. If the advertised cosmetic products are presented in the category of hair care, more attention should be paid to the authority of the influencer. When advertising products in the category of hand skin care, the most important characteristic when choosing an influencer is attractiveness and professionalism. Based on the results of this study, it is also important for advertisers in the cosmetics industry to pay attention to factors such as age, active use of the social network Instagram and previous experience of purchasing products on the recommendation of a blogger from the target audience, since these factors affect the propensity to buy cosmetic products.