Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Authenticity In Fashion And Beauty: Influencer Marketing And The Development Of Parasocial Relationships On Social Media, Catherine Goodheart
Authenticity In Fashion And Beauty: Influencer Marketing And The Development Of Parasocial Relationships On Social Media, Catherine Goodheart
Student Theses and Dissertations
Social media influencers are more accessible than celebrities, making their audience form strong connections with them through their niche content. The parasocial relationship formed between influencers and their followers through the followers' media literacy of the influencer’s authenticity enables influencers to market themselves promoting products; without a perceived authenticity, a parasocial relationship will struggle to form. This parasocial relationship is typically to generate profit for the influencer, as many influencers are paid to promote and advertise products specific to their niche(s) on their profiles or on the brand’s profiles. A media analysis was used to study 5 beauty and fashion …
Diversity And Inclusion In The Beauty And Cosmetic Advertising And Its Impact On Corporate Reputation, Lisa N. Alli
Diversity And Inclusion In The Beauty And Cosmetic Advertising And Its Impact On Corporate Reputation, Lisa N. Alli
Student Theses and Dissertations
Across many industries, reputation management has been a top priority, especially after the COVID-19 pandemic, and the ongoing issues surrounding gender, race, and ethnicity. The beauty and cosmetic industry, for example, continues to face several challenges involving diversity and representation in product development and advertising. This is a study of the beauty and cosmetic industry and how corporate reputation is shaped by representation in advertising and product development. This research demonstrates select ways how brands have marketed their products throughout history by retrieving print advertisements from archives and social media. Changes in representation of gender, age, skin tone, skin type, …