The impact of influencers on La Roche-Posay french customers

Abstract

The growing influence of social media in consumer behavior was examined in the context of the French skin- care market, with a focus on how influencers impacted customer perceptions and purchasing decisions re- garding La Roche-Posay products. The aim of the study was to analyze the extent to which influencers shaped brand awareness. A mono-method approach was adopted, using a quantitative questionnaire distributed to French consumers. Data collected from 152 respondents along with articles, studies and reports were ana- lyzed to evaluate the impact of influencers in the skincare sector. Six characteristics of the influencers - knowledge, helpfulness, confidence, relatability, articulation and trust - were assessed to understand how they impacted the customer purchase decision. According to the data collected and examined by SPSS, some of these factors were relevant (sig <0,1) while helpfulness was considered as irrelevant in this research (sig >0,1). In conclusion, the authors argue that influencers represented a strategic investment for La Roche- Posay to maximize their sales and build their brand awareness.