Designing a Model to Explain the Role of Social Media and Influencers in Customer Relationship Management and Branding in the Beauty Industry

Abstract

This study aimed to design and validate a model explaining the role of social media and influencers in customer relationship management and branding in the beauty industry. This applied study employed an exploratory mixed-methods design incorporating qualitative and quantitative phases. In the qualitative phase, thematic analysis was conducted following Braun and Clarke’s six-stage approach. Data were collected through semi-structured interviews with 12 theoretical and practical experts in business management, marketing, customer relationship management, and social media, selected through purposive sampling and theoretical judgment. The qualitative analysis identified seven major themes: trust and credibility, influencer role and performance, brand strategy for influencer management, customer relationship management, customer loyalty, branding and brand identity, and innovative strategies. In the quantitative phase, the statistical population consisted of marketing experts, specialists, and managers working in the beauty industry, and 384 participants were included. Data were collected using a questionnaire and analyzed through partial least squares structural equation modeling (PLS-SEM). Convergent and discriminant validity, composite reliability, and Cronbach’s alpha were also assessed and confirmed. Inferential results indicated that all seven structural paths were positive and statistically significant (t>2.58, p<0.01). Customer relationship management demonstrated the strongest effect on customer relationship management and branding (β=0.553), followed by customer loyalty (β=0.542), trust and credibility (β=0.422), influencer role and performance (β=0.369), innovative strategies (β=0.362), brand strategy for influencer management (β=0.308), and branding and brand identity (β=0.267). The model explained 62.1% of the variance in the dependent construct (R²=0.621). The predictive relevance index was Q²=0.390, while the overall goodness-of-fit index was 0.655, indicating strong explanatory and predictive performance. The findings indicate that the effectiveness of social media and influencers in the beauty industry depends on the integrated contribution of relationship-oriented, trust-based, loyalty-building, branding, and innovative mechanisms. Customer relationship management, customer loyalty, and trust and credibility emerged as the most influential dimensions. Accordingly, beauty brands can strengthen their market position by integrating customer relationship management with influencer marketing strategies and developing personalized, credible, and interactive relationships with consumers.