Consumer perceptions: Do sponsorship disclosure and influencer credibility affect brands in the beauty and cosmetics industry?

Abstract

The focus of the research is to fill in the gaps in existing research on the change from traditional marketing trends to current marketing trends in the Philippines, particularly influencer marketing on various digital media platforms. This study aims to determine significant factors affecting consumer perception (purchase intention) in the beauty and cosmetics industry, specifically sponsorship disclosure labels and influencer credibility, is beneficial to cosmetic companies, marketing agencies, and future researchers as a basis for future campaigns or research in line with influencer marketing. A total of 226 people were surveyed for this study, which used a descriptive-correlational technique. A Structural Equation Model (SEM) was used to assess their perceptions of influencer marketing as well as their overall attitude about the characteristics indicated. According to the findings of the study, influencers have a substantial effect in affecting respondents' purchase intentions for businesses. However, when it comes to sponsorship disclosure labels, the data demonstrate that they have no impact on consumer perceptions of purchase intent.