Exploring Consumer Perceptions of Authenticity in Beauty Influencer Marketing Campaigns: A Qualitative Study on Instagram Users in Sri Lanka

Abstract

Background: Influencer marketing is a key promotional strategy in the beauty industry, especially on platforms like Instagram. Brands depend on influencers to influence consumer perceptions and purchasing decisions, raising concerns about the authenticity of these campaigns. Authenticity affects trust, engagement, and purchase intentions, yet most research is quantitative and centered on Western contexts. There exists a gap in understanding how consumers in emerging markets like Sri Lanka perceive influencer marketing authenticity. This study targets Instagram users in Sri Lanka who follow beauty influencers, and aims to provide insights into consumer behavior, influencer credibility, and culturally relevant marketing practices. Objective: This study is to explore how Sri Lankan consumers perceive authenticity in beauty influencer marketing campaigns on Instagram, identifying the key factors that shape these perceptions and examining their influence on trust, engagement, and purchase intentions. Methodology: A qualitative approach was used using semi-structured interviews with 20 active Instagram users aged between 18 and 28 years who regularly follow Sri Lankan beauty influencers. Participants were purposively selected and achieved thematic saturation. Credibility and trustworthiness were ensured through clear inclusion criteria and systematic thematic analysis. Key Findings: The analysis identified four key themes. The findings reveal that consumer perceptions of authenticity are predominantly driven by cultural relatability and perceived vulnerability rather than professional production quality. Participants identified a “relatability gap” in high-budget campaigns, expressing a strong preference for influencers who showcase beauty products within the context of the local Sri Lankan climate and diverse skin tones. A critical theme emerged regarding commercial transparency; authenticity is significantly diminished when influencers fail to provide balanced reviews or hide sponsorship disclosures. The study highlights the “Honest Critic” persona as a primary driver of trust, where the inclusion of product flaws or “unfiltered” skin textures acts as a powerful signal of truthfulness. Ultimately, Sri Lankan users perceive authenticity as a negotiated process, where the influencer’s ability to maintain a para- social, “friend like” connection outweighs their status as a celebrity or expert. Conclusion/Implication: This study contributes to influencer marketing literature by providing context-specific insights from a non Western setting. By emphasizing cultural relatability alongside sincerity, transparency, and brand influencer fit, the findings extend existing authenticity and influencer credibility frameworks beyond Western contexts and highlight the culturally embedded nature of authenticity in digital influencer marketing.