The Role of Influencer-Driven Marketing in the Rise of K-Beauty

초록

This study examines the role of influencers as cultural facilitators in the global expansion of K-beauty. Using a multimethod investigation combining case studies, interviews, and digital ethnography, we introduce how consumers adapt influencer content to shape their own beauty identities. This article suggests that K-beauty's rise in the global market is a collaborative cultural process, not just a result of brand marketing. These findings highlight three key drivers—authentication practices, selective integration, and identity empowerment—which explain how consumers and influencers co-create localized beauty practices. This research shed light on cultural branding by exploring how influencers may support cultural exchange processes.

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