Digital influence and purchasing decisions among millennials: evidence from fashion and beauty

Abstract

Introduction
The article examined international, national, and local evidence on the impact of influencers—mainly on Instagram—on young people's purchasing decisions, with a focus on fashion and beauty. It reviewed theses and articles that used qualitative, quantitative and mixed approaches to examine how the trust, credibility and familiarity projected by content creators guided consumer choices and strengthened brand recognition.
Development 
It identified that international studies confirmed a significant influence of influencers on purchase intent and behaviour, while national and local studies showed influencers as strategic partners who provided information on prices and promotions, reduced doubts and presented trends. It also showed that Instagram operated as the main consultation platform, complemented by YouTube and Facebook. It was described that influence acted throughout the decision-making process: from recognising a need and searching for information to evaluating alternatives and purchasing/post-purchase, mitigating perceived risks (performance, financial, social and psychological). Among millennials, engagement—measured by reach, interaction and positive evaluation—functioned as a proxy for persuasive effectiveness and loyalty building.
Conclusion
The findings supported the conclusion that influencer marketing was effective in driving visibility, consideration and conversion among young consumers. It was recommended to prioritise collaborations with micro- and macro-influencers aligned with positioning, define performance metrics (weighted engagement, referral traffic and conversion) and ensure advertising transparency. Possible limitations such as sampling bias and platform dependency were noted, so it was proposed to expand product categories and incorporate longitudinal designs to strengthen generalisation and model mediations such as trust and perceived quality.