Beauty Influencers on TikTok: Perceived Authenticity and Engagement
Location
John Q. Imholte Hall, Room #115
Event Website
https://2026undergraduateresearchsy.sched.com/event/2Ix8V/beauty-influencers-on-tiktok-perceived-authenticity-and-engagement
Start Date
15-4-2026 3:30 PM
End Date
15-4-2026 4:00 PM
Description
The rise of TikTok has allowed influencer-generated content to become extremely popular, informing brand and organizational decisions. This research looks at how influencer-generated content affects social media engagement and consumer behavior, with a focus on posts about beauty and skincare brands. Drawing on “source credibility theory”, I use content analysis to describe and understand the Tik Tok content of mid-tier beauty influencers (150–500k followers) because major influencers are known to have direct, and clear relationships with brands. I analyzed posts from November 1, 2025 to January 15, 2026 (collected during the busier holiday season when many companies request sponsored content). This study examines the hypothesis that perceived authenticity of beauty influencers impacts engagement rates. The collected posts are cluster analyzed. The posts are coded for indicators of perceived authenticity. Code include: sponsorship disclosure; promotional language; direct calls to action, and engagement metrics (likes, comments, and shares). Understanding how these practices affect engagement and purchase behavior is essential for brands, because this form of content cannot be directly controlled yet plays a significant role in shaping consumers’ thoughts and behaviors.
Publication Date
2026
Beauty Influencers on TikTok: Perceived Authenticity and Engagement
John Q. Imholte Hall, Room #115
The rise of TikTok has allowed influencer-generated content to become extremely popular, informing brand and organizational decisions. This research looks at how influencer-generated content affects social media engagement and consumer behavior, with a focus on posts about beauty and skincare brands. Drawing on “source credibility theory”, I use content analysis to describe and understand the Tik Tok content of mid-tier beauty influencers (150–500k followers) because major influencers are known to have direct, and clear relationships with brands. I analyzed posts from November 1, 2025 to January 15, 2026 (collected during the busier holiday season when many companies request sponsored content). This study examines the hypothesis that perceived authenticity of beauty influencers impacts engagement rates. The collected posts are cluster analyzed. The posts are coded for indicators of perceived authenticity. Code include: sponsorship disclosure; promotional language; direct calls to action, and engagement metrics (likes, comments, and shares). Understanding how these practices affect engagement and purchase behavior is essential for brands, because this form of content cannot be directly controlled yet plays a significant role in shaping consumers’ thoughts and behaviors.
https://digitalcommons.morris.umn.edu/urs_event/2026/oralpresentations/4