Abstract:

The growth of social media platforms has revolutionized the beauty industry, particularly with the emergence of Instagram as a dominant player. Within this context, beauty influencers have gained significant traction as key opinion leaders, shaping trends, promoting products, and engaging with their followers. Understanding Generation Z's perceptions of beauty influencers on Instagram is key, as this particular cohort makes up a significant portion of the platform's user base and has an impact on consumer behaviour. The objective of this article is to identify the perception of beauty influencers on Instagram by generation Z. In order to realise the indicated objective, an empirical study was conducted on representatives of generation Z, which focused on attitudes and opinions about beauty influencers and their activities. In the analysis of the results, it was found that attitudes towards beauty influencers are neutral (ratings fluctuated around the middle of the scale studied), moreover, representatives of generation Z declared, on average, about 14 times logging into the app per day, which together accounted for about 1.7 hours of daily use of the app. It also turned out that women spent significantly longer on the Instagram platform than men and significantly more often relied on beauty influencers' recommendations than men.