Perceived Social Media Influencers’ Reputation of a Beauty Cosmetics Company: A Perspective of Customers

Tak Jie Chan, Surug Saleh Taher, Miew Luan Ng, Asmaul Husna Haris Fadzilah


In the digital age, social media influencers (SMI) have become a pivotal promotional strategy to persuade and influence consumers. However, many of the previous studies only focused on the characteristics and traits of the influencers, but lack of studies was examined on the reputation aspect of the influencer. Thus, this study aims to examine the consumers’ perception of SMI’s reputation of a beauty company, which comprised of Communication Skills, Influence, Authenticity, and Expert. The study applied a quantitative design through a survey method to solicit 190 usable responses via purposive sampling. The findings demonstrated that the four dimensions of SMI’s reputation are positively perceived by the respondents, where the Expert dimension was highly perceived by the consumers of the beauty company, followed by Influence, Communication Skills, and Authenticity. Thus, the beauty brand and marketing managers should examine the qualities and reputation of the SMIs before allowing them to endorse or promote the products, to ensure they have favorable images in the public eye. Conclusion, implications, and future research were discussed.

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Studies in Media and Communication      ISSN 2325-8071 (Print)   ISSN 2325-808X (Online)

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