Background With online purchases' skyrocketing due to COVID-19, there has been a big change in the beauty products consumers' purchase. Aims The purpose of this paper was to review the literature focusing on changes in purchasing patterns in the beauty market after COVID-19 pandemic. Methods This review paper is a literature review, and the method is a narrative review. Results The past and present purchasing of beauty products were rapidly changed. The cosmetics and many beauty products were increased purchasing rate due to marketing of Wanghong broadcasting. Also, the non-face-to-face market environment has expanded after COVID-19. Conclusion As COVID-19 pandemic changes consumer values and lifestyle, its role and function are changing and its purchasing patterns are altered.

https://onlinelibrary.wiley.com/doi/pdf/10.1111/jocd.14357

Changes in purchasing patterns in the beauty market due to Post-COVID-19: Literature review.

This research-in-progress paper explores the effects of information source credibility (brands versus vloggers), information type (how-to tutorial versus product demonstration), and viewer characteristics on perceptions of information quality, information usefulness, information satisfaction, and information adoption in the context of YouTube videos regarding a technology product, the Apple Watch. The primary goal of this study is to understand how users process information provided through YouTube videos by brands and vloggers, as well as extend existing models of information adoption that solely focus on information and source characteristics without considering characteristics of the user or viewer. Envisioned future steps in this project are discussed as well as implications for research and practice. Data collection will be completed prior to the HCII conference, where results will be presented.

Beauty brands versus vloggers: exploring the effects of source credibility on information adoption on youtube

This study examines the influence of homophily, expertise, and emotional attachment to the popularity of vloggers and ultimately examines the effect of emotional attachment, vlogger popularity, and expertise on the purchase intention of recommended beauty products by focusing on beauty vlogger Tasya Farasya. Homophily itself is divided into four dimensions including attitude, background, morals, and appearance. This study uses a descriptive research design conducted in a single-cross sectional through the distribution of questionnaires online to respondents. The target respondents of this study were Indonesian women aged 15 years and over and had watched the YouTube video of Tasya Farasya (n = 430). The data obtained processed using the statistical method of Structural Equation Modeling (SEM) using LISREL 8.80 software. The results of this research showed that almost all dimensions of homophily (attitude, values, appearance) are significantly have a positive impact the emotional attachment. On the other hand, all dimensions of homophily does not have a significant positive impact on vloggers’ popularity. Then, emotional attachment and expertise also found have a significant positive impact to vloggers’ popularity. In last, researcher found that emotional attachment and expertise are significantly have a positive impact the purchase intentions of viewers while vloggers’ popularity does not.

Adela Khairunnisa Nugraha

Papers

Analysis of Homophily, Emotional Attachment, and Expertise towards Vloggers’ Popularity and Viewers Purchasing Decisions in Beauty Products Industry