Too Perfect to Trust? Beauty Filters and Consumer Responses in Social Media Influencer Marketing

Sammanfattning

Purpose: This study investigates how beauty filter usage and video popularity in influencer-led short-form beauty videos influence consumers’ purchase intention toward cosmetic products. The study further examines the mediating role of perceived social media influencer (SMI) authenticity and the moderating role of need for uniqueness (NFU). Main Research Question: How does beauty filter usage and video popularity in influencer-led short-form beauty videos affect consumers’ purchase intention toward cosmetic products? Methodology: The study employed a 2 × 2 between-subjects factorial experimental design, manipulating both beauty filter usage (with versus without filters) and video popularity (high versus low popularity). A sample of participants was randomly assigned to four experimental conditions for cosmetic promotion videos. The same video footage and audio were used across all conditions, while beauty filters and engagement metrics such as likes, comments, favorites, and shares were manually manipulated. Data were collected through an online survey using validated Likert-scale measurements for perceived SMI authenticity, need for uniqueness, and purchase intention. Data analysis was conducted using Jamovi statistical software to examine direct, mediating, and moderating effects. Findings: The results showed that beauty filter usage had a significant negative effect on purchase intention. In contrast, video popularity did not significantly influence purchase intention. The findings further revealed that perceived SMI authenticity positively influenced purchase intention and mediated the relationship between beauty filter usage and purchase intention. Additionally, need for uniqueness significantly moderated the relationship between beauty filter usage and perceived authenticity, but not moderated the relationship between video popularity and purchase intention suggesting that consumers with higher NFU reacted more negatively toward filtered influencer content. Overall, the findings indicate that consumers value authenticity and individuality more than visual perfection or popularity in influencer-led cosmetic promotions. Theoretical and Managerial Contributions: Theoretically, this study extends the literature on beauty filters by shifting the focus from body image and self-perception toward consumer purchase intention in short-form influencer marketing contexts. The study also contributes to influencer marketing, authenticity, signaling theory, social influence theory, social proof theory and need for uniqueness literature by highlighting the tension between visual appeal and credibility in social commerce. Managerially, the findings suggest that brands and influencers should prioritize authenticity, transparency, and realistic product representation rather than relying heavily on beauty filters or popularity metrics to increase consumer engagement and purchase intention.