THE INFLUENCE OF BEAUTY INFLENCERS ON INSTAGRAM ON THE FEMALE POPULATION IN THE REPUBLIC OF SERBIA: ANALYSIS OF THE PERCEPTIONS OF WOMEN OF DIFFERENT AGE AND EDUCATION
THE INFLUENCE OF BEAUTY INFLENCERS ON INSTAGRAM ON THE FEMALE POPULATION IN THE REPUBLIC OF SERBIA: ANALYSIS OF THE PERCEPTIONS OF WOMEN OF DIFFERENT AGE AND EDUCATION

Summary/Abstract: Modern marketing activities cannot be imagined without a combination of traditional and digital marketing channels, with digital marketing channels gaining more and more importance. Digital marketing channels include a large number of channels, of which the website, social networks, blogs, paid advertising on search engines and mobile marketing are particularly important. Social networks as a digital marketing channel are particularly suitable for influencing consumers. In addition to organic advertising and paid advertising, the engagement of influencers who market informative and interesting content for a specific target group is becoming more and more important. Instagram is a particularly important social network for influencers, due to the presence of a large number of users. The aim of this paper is to investigate the importance of influencer marketing on Instagram to the female population in the beauty industry, but also to identify the factors that influence the importance of influencer marketing in this industry. For this purpose, adequate statistical tests were applied, which showed that in Reublica, Serbia, trust in influencers and the useful content they market are considered particularly important, but also that the credibility and creativity of beauty influencers are exceptionally significant, especially when it comes to more educated women.

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