The Extent to Which LGBTQ+ Beauty Influencers Have Made a Sociocultural Impact on Cosmetic Consumers
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The purpose of this study is to find out to what extent the public has accepted LGBTQ+ influencers in comparison to traditionally straight female influencers on visually based social media platforms such as YouTube and Instagram. The first sub-question is how LGBTQ+ influencers drive purchase intent for different genders. The second-sub question is how LGBTQ+ influencers have shaped the current marketing environment for cosmetics. This research was done using a Google Survey. The survey collected quantitative and qualitative data regarding age, gender identity, and familiarity with LGBTQ+ and straight female influencers. The survey had respondents rate videos of influencers on a scale of 1 to 5. This scale measured differences in similarity, likeability, expertise, trustworthiness, and familiarity. Then, the results were organized by gender identity and sexual orientation. The survey also collected free-response data about the visibility of LGBTQ+ influencers in the beauty industry. The respondents were a diverse mix of age groups, genders, and sexual orientations. The data from the video rating portion of the survey showed that consumers tend to feel similar to influencers that match their gender identity and personal values. Furthermore, a similar sexual orientation between an influencer and a consumer may play a role in the perception of trustworthiness towards the influencer and, therefore, drive the consumer's purchase intent. The data revealed that today's young adult generation is generally tolerant of LGBTQ+ folks in cosmetic advertisements. The survey results can help market researchers understand the role of LGBTQ+ influencers in social media marketing for cosmetics and incorporate gender fluidity into their marketing strategies to attract more customers.