Connecting influencers with Gen Z in the makeup industry

Authors

  • Mónica Matellanes Universidad Europea Miguel de Cervantes
  • Víctor Rodríguez Velasco Universidad Europea Miguel de Cervantes de Valladolid (UEMC)

Keywords:

Marketing de influencia; Influencer; Maquillaje; Marca; Publicidad; Redes Sociales., Influence Marketing; Influence; Makeup; Brand; Advertising; Social media.

Abstract

The birth of the Internet is considered one of the most important revolutionary events in the history of humanity, but this phenomenon was not cemented until the appearance of social networks that completely changed the way of relating. In this way, consumption, advertising and the general vision of makeup have been transformed with the birth of various digital platforms. Brands no longer only focus on communicating the benefits of their products to sell, now a link with the consumer is needed, a closeness and credibility through the figure of the influencer, who was born to connect with younger audiences and establish connections strong towards the brand. Through a sample of 1071 people belonging to the interest group of generation Z, they have given the results that the platforms most used by young consumers are the most visual and dynamic, such as Instagram with 53.5%, followed by YouTube. It is also discovered that Tik Tok is beginning to gain ground among the generation Z sector of the population and that Facebook is losing prominence, being the least chosen by young people.

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Published

2021-10-30

How to Cite

Matellanes, M., & Rodríguez Velasco, V. (2021). Connecting influencers with Gen Z in the makeup industry. Prisma Social Journal, (35), 199–220. Retrieved from https://revistaprismasocial.es/ps/article/view/4351

Issue

No. 35 (2021): Los Procesos de Responsabilidad Social en la Economía Social y sus Confrontaciones

Section

Sección abierta

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