Beauty by Influence: How Micro- and Celebrity Influencers Shape Brand Trust and Purchase Intention for K-Beauty Products in the U.S.
(A2026-132994)

AUTHORS

Victoria Lacerda, Fundação Getulio Vargas; Carlos Lourenco, Fundacao Getulio Vargas; Vanessa Santos, Fundação Getulio Vargas

ABSTRACT

This study investigates how micro and celebrity influencers shape brand trust and purchase intention for Korean beauty (K-Beauty) products in the U.S. Using a randomized experimental design with 154 participants, the study compares the persuasive effectiveness of micro-influencer, celebrity, and non-influencer content. Results show that micro-influencers significantly outperform celebrities in generating trust and purchase intention. Drawing on Source Credibility Theory and Parasocial Interaction Theory, findings highlight the role of authenticity, expertise, and relational closeness in cross-cultural marketing. The study offers strategic insights for global beauty brands targeting low-context markets, such as the U.S.