The branding power of social media influencers : an interactive marketing approach

This study investigates the impact of homophily, influencer social presence, and influencer physical attractiveness on affinity in the beauty and fashion industry through influencer marketing. Trust and loyalty mediating roles are also explored in connection with customer purchase intention. The data was collected from 408 respondents via a digital survey questionnaire and analysed the proposed model using Smart PLS 4.0. Results show a positive influence of homophily, influencer social presence, and influencer physical attractiveness on consumer purchase intention, partially mediated by affinity, trust, and loyalty. The significance of affinity suggests that a strong emotional connection with influencers plays a crucial role in shaping purchasing decisions. The current study contributes to the existing body of knowledge by examining the roles of affinity, trust, and loyalty in homophily, influencer social presence, influencer physical attractiveness, and consumer purchase intention within the beauty and fashion industry-a relatively unexplored area. These insights are valuable for industry practitioners aiming to build trust, establish a strong social presence, and enhance customer loyalty. Thus, this study highlights the pivotal role of affinity and offers practical guidance for influencer marketing strategies that can boost customer purchase intention and foster client loyalty within the fashion and beauty industry.