| Dekavalla (2022) | YouTube | ‘Analyse the role of facework in the discourse of confessional YouTube videos by female fashion and beauty content creators, where they disclose personal problems and offer viewers advice’ | UK | 2022 |
| Fitriati et al. (2022) | Instagram | The article aims to ‘provide a better understanding of the limited literature on the effectiveness of engaging mega-influencers as an eWOM strategy in recommending brands and presenting evidence of their influential power in shaping the perception and behaviour of their followers towards the endorsed brands’ | Indonesia | 2022 |
| Lee et al. | YouTube | ‘Investigates how social media content creators, specifically beauty YouTubers, engage in self-regulation and transparent disclosure in discussing products and brands under the framework of transparency management’ | USA | 2022 |
| Yones and Muthaiyah (2022) | TikTok | ‘Help business players better understand the benefit of eWOM's phenomenon in marketing efforts’ | Indonesia | 2022 |
| Tran et al. (2022) | – | ‘Explore the nature of why individuals choose to follow certain influencers by investigating the beauty influencer industry and the connection between the follower and influencer’ | USA | 2022 |
| Zhang (2022) | – | ‘Analyse trans beauty influencer Gigi Gorgeous's early transition vlogs in which she details her experiences with cosmetic surgery’ | – | 2022 |
| Devos et al. (2022) | Instagram | ‘Study explores the extent to which influencers show themselves in a sexualized manner across roles and whether differences between roles exist in the number of likes they receive’ | US, Belgium and China | 2022 |
| Rutter et al. (2021) | Instagram | ‘This research tests empirically the level of consumer engagement with a product via a non-brand controlled platform. The authors explore how SMIs and traditional celebrities are using products within their own social media Instagram posts and how well their perceived endorsement of that product engages their network of followers’ | – Global, biggest influencers | 2021 |
| Ayuaspharalinda and Tanuwidjaja (2021) | – | ‘This study examines how the attitude towards beauty influencers can stimulate consumer attitude towards brands and repurchase intentions’ | Indonesia | 2021 |
| Sokolova and Kefi (2020) | YouTube, Instagram | Investigate the persuasion cues related to beauty and fashion influencers present on YouTube and Instagram | France | 2020 |
| Rosara and Luthfia (2020) | YouTube | The study aims to explain the influence of SMI, eWOM and PQ on PI of beauty products on YouTube | Indonesia | 2020 |
| Bishop (2019) | YouTube | ‘This article studies the collaborative and directive processes employed by beauty vloggers to formulate and sustain algorithmic visibility’ | UK | 2019 |
| Pangaribuan et al. (2019) | Instagram | ‘This research investigated the influences of beauty influencer's user-generated content on future-PI within the setting of Instagram’ | Indonesia | 2019 |
| Konstantopoulou et al. (2019) | Instagram | The study ‘aims to explore the role of Instagram eWOM as a potential determinant of the resilience and competitiveness of SMEs in the cosmetics industry’ | Saudi Arabia | 2019 |
