The Impact of Micro-influencers Marketing on the Cosmetics Sector

Abstract

This study investigates the role of micro-influencers (1,000–100,000 followers) in shaping consumer trust and purchase behavior within Ireland’s €1.2 billion cosmetics market, characterized by 95% internet penetration and high social media engagement (Central Statistics Office, 2024). Through a mixed-methods approach, combining quantitative surveys (40 female consumers) and qualitative interviews (six), the research examines how authenticity, transparency, and storytelling strategies influence Customer Journey Mapping (CJM) and The Elaboration Likehood Model (ELM) frameworks in analyzing micro-influencer efficacy within Ireland’s unique regulatory and cultural context touchpoints across pre-purchase, purchase, and postpurchase stages (Lemon & Verhoef, 2016). Findings reveal that 47.5% of respondents perceive micro-influencers as authentic (mean score: 3.45/5), while 95% emphasize transparency (e.g., #ad disclosures) as critical to credibility (Kay et al., 2020). Instagram (60% preference) dominates purchase intent through tutorials, whereas TikTok (35%) drives discovery via algorithmic "For You Page" content (Haenlein et al., 2020). Thematic analysis highlights relatability and para-social relationships as key drivers of loyalty (H4), particularly among 18–24-year-olds. The study contributes to academic literature by bridging gaps in localized CJM applications for niche markets and offers practical strategies for Irish brands (e.g., Kash Beauty, Flormar Ireland) to optimize micro-influencer collaborations. Limitations include sample size and gender bias, suggesting future research into male consumers and nano-influencers (<1,000 followers).