LAURA BOIA<fnref n="1" />
DELIA CRISTINA BALABAN<fnref n="2" />

THE IMPACT OF AESTHETICIZED INFLUENCER MARKETING ON ROMANIAN GEN Z FEMALES' BEHAVIORS AND PRACTICES

**Abstract.** By 2025, the global influencer marketing market has reached an estimated $32.55 billion, with projections indicating continued growth at a compound annual growth rate (CAGR) of 33.11% (Influencer Marketing Hub, 2025). While existing research has examined source credibility and authenticity in influencer marketing, limited attention has been paid to how aestheticized influencer content specifically affects Gen Z females' beauty-related behaviors and practices. This study addresses the gap in understanding how social media influencers' aestheticized content translates into actual consumer practices through the lens of Social Learning Theory and Practice Theory. This exploratory study aims to investigate how Romanian Gen Z females integrate beauty-related advice from social media influencers into their daily practices, examining the role of aesthetics in purchase behavior and the learning processes involved. Qualitative data were collected through focus group interviews with 21 Romanian Gen Z females aged 15-26, divided into three age-based groups. Participants were recruited from middle-class backgrounds across urban and rural areas of Romania. Thematic analysis was employed to identify emerging patterns regarding beauty influencers, aesthetics and styles, social media's influence on beauty practices, and social learning processes. Results indicate that Romanian Gen Z females actively learn

<figure><img src="image_1.png" /></figure>

<footnote n="1">¹ http://orcid.org/0009-0002-6071-9415, Babeş-Bolyai University, Doctoral School of Political and Communication Sciences, boia.laura@ubbcluj.ro</footnote>

<footnote n="2">² http://orcid.org/0000-0003-3509-533X, Babeş-Bolyai University, Doctoral School of Political and Communication Sciences, delia.balaban@fspac.ro</footnote>
beauty techniques and product knowledge through observation and imitation of social media content, particularly on TikTok and Instagram. They demonstrate a sophisticated understanding of product ingredients and safety, having developed comprehensive skincare routines influenced by social media education. Five distinct aesthetic typologies emerged as influential: Clean Girl, Cottage Girl, Korean Beauty, Asian glitter trends, and Old Money aesthetics. Participants value authenticity, transparency, and relatability over traditional influencer metrics, with the "de-influencing" phenomenon reflecting their desire for genuine recommendations. Platform differences were observed, with Instagram serving as visual inspiration and TikTok functioning as an educational resource. The findings confirm both Social Learning Theory and Practice Theory, demonstrating that consumers learn through observation, imitation, and the integration of personalized practice. For practitioners, the study suggests that beauty brands should prioritize user-generated content, authentic representation, and educational value over traditional celebrity endorsements when targeting Romanian Gen Z females. The research contributes to understanding culturally-specific consumer behavior in the digital marketing landscape.

**Keywords:** social media influencers (SMI); influencer marketing (IM); beauty marketing; consumer behavior; generation Z

# 1. Introduction

Since 2015, influencer marketing and its impact have been studied extensively in various academic contexts (De Veirman et al., 2017; Evans et al., 2017; Jiménez-Castillo & Sánchez-Fernández, 2019). Thanks to the ever-evolving nature of social media, the continuous introduction of new features, and the expansion of built-in advertising options, influencers must adapt and keep up with algorithm changes. Thus, this field has attracted considerable scholarly attention from multiple disciplines (Balaban et al., 2020; Hughes et al., 2019; Lou & Yuan, 2019; Pöyry et al., 2019; Scholz, 2021), offering insights from social-scientific and psychological perspectives in understanding demographics, consumer behavior, motivation, and mental impact of social media, while exploring new perspectives regarding advertising and marketing strategies.

The goal of this paper is to explore how influencer marketing works on Instagram and TikTok for Romanian Gen Z females, and how aestheticized content created by influencers affects their purchase behavior and practices regarding makeup and skincare products. This comparison is essential because Romanian Gen Z consumers navigate multiple platforms within a single consumer journey, and understanding
platform-specific functions is crucial for understanding how aestheticized
content influences behavior differently across digital environments. There
is consensus that this postmillennial demographic cohort is characterized
by diversity and immersion in digital technology. Gen Z grew up in a
rapidly changing and interconnected world, which has influenced their
values and attitudes. One defining characteristic of this specific age
group is their digital nativism (Kotler et al., 2021; Ngo et al., 2022). They
have grown up with technology and tend to feel comfortable using it to
shop and make purchases online (Goldring & Azab, 2020). Gen Z is known
for its practical, realistic approach, which anticipates accessing and assessing
a wide array of information before making purchases (Francis & Hoefel,
2018). Generation Z's primary motivation for consumption, as observed,
is the pursuit of truth on both personal and communal levels (Francis &
Hoefel, 2018). Many Gen Z individuals feel comfortable embracing diverse
forms of self-expression and are highly willing to understand and accept
people from various backgrounds. Gen Z is not confined to a single identity;
rather, they explore different ways of being themselves and shape their
individual identities over time (Francis & Hoefel, 2018). In this sense,
they could be described as "identity nomads" as Francis and Hoefel (2018,
p. 4) point out, explaining that consumption becomes a way of self-
expression (Francis & Hoefel, 2018, p. 8).

According to Meola (2023), Generation Z will soon become "the
most pivotal generation to the future of retail" and will have crucial
spending power by 2026. To target this demographic cohort, marketers
need to understand Gen Z now to keep up with them. They differ from
other generations; thus, a qualitative exploration of their needs and
habits is necessary. When it comes to purchase decisions, this study
investigates what role aesthetics play in the purchase behavior of
Romanian Gen Z consumers and finally, informed by Social Learning
Theory (Bandura, 1971) and Practice Theory (Holt, 1995), this study will
gather data on how this consumer segment learns and integrates into
their daily practices the advice received from social media influencers.

While existing research has extensively examined source credibility,
authenticity, and general influencer effectiveness (Balaban & Szambolics,
2022; Kim & Kim, 2021; Pöyry et al., 2019), there remains a significant
gap in understanding how aestheticized influencer content specifically
impacts consumer practices in culturally specific contexts. Most studies have focused on purchase intentions rather than actual behavioral integration, and few have examined the role of visual aesthetics as a mediating factor in the influence process. Additionally, limited research has explored how Gen Z consumers in emerging markets, such as Romania, engage with and translate influencer recommendations into personal practices. This study contributes to the literature by examining the intersection of aesthetic appeal, social learning processes, and practice integration among Romanian Gen Z females. By applying both Social Learning Theory and Practice Theory, this research provides a comprehensive framework for understanding not just what influences this demographic, but how they actively incorporate influencer guidance into their daily beauty routines and consumption practices. The following research questions are addressed in this study:

**RQ1:** How do social media influencers affect the purchase behavior of Romanian Gen Z females regarding beauty products?

**RQ2:** What role do aesthetics play in the purchase behavior of Romanian Gen Z consumers?

**RQ3:** How do Romanian Gen Z consumers integrate advice received from social media influencers into practice?

This paper is organized as follows: Section 2 presents the literature review and theoretical framework, examining influencer marketing research, platform-specific characteristics of Instagram and TikTok, consumer behavior and aesthetics, and the theoretical foundations of Social Learning Theory and Practice Theory. Section 3 outlines the qualitative methodology employed, including focus group procedures and a thematic analysis approach. Section 4 presents the findings organized around key themes that emerged from the data. Section 5 discusses the theoretical and practical implications of the findings, and Section 6 concludes with a discussion of the study's limitations and suggestions for future research.
## 2. Literature review and theoretical framework

### 2.1. *Influencer marketing*

Influencer marketing has emerged as a popular strategy in social media marketing, leveraging product placements and endorsements from content creators. Campbell and Grimm (2019, p. 110) define influencers as "individuals who post to their social media accounts in exchange for compensation." Due to high market saturation in traditional advertising channels, brands are investing increasingly in influencer collaborations, as such partnerships can offer them targeted access to diverse and extensive audiences. The influencer marketing market size has been growing worldwide, particularly since 2016, when global spending surpassed $1.6 billion. By 2023, spending had grown exponentially, reaching $21.1 billion in influencer marketing investments (Dencheva, 2023), and according to Statista, it is projected to reach $44,18 bn by the end of 2025. Even so, investing in influencer marketing is much more cost-effective than traditional advertising (Evans et al., 2017; Hwang & Zhang, 2018; Phua et al., 2017), as influencers can generate high brand engagement at a fraction of the cost of traditional marketing campaigns (Balaban & Mustățea, 2019). Various studies have analyzed the impact of different influencer characteristics on brand attitude, consumer behavior, and purchase decisions. For example, De Veirman et al. (2017) found that Instagram influencers with a high number of followers are considered more likable and influential than those with a small following. Djafarova and Rushworth (2017) examined the credibility of online celebrities' Instagram profiles and their influence on purchase decisions. Evans et al. (2017) investigated the effect of disclosure language in influencer advertising on advertising recognition, attitudes, and behavioral intent, highlighting the importance of transparency and disclosure in influencer marketing campaigns.

Numerous studies have examined the source credibility of social media influencers and their impact on consumer behavior. Hughes et al. (2019) conducted an empirical investigation of sponsored blogging campaigns on Facebook, while Jiménez-Castillo and Sánchez-Fernández (2019) explored the role of digital influencers in brand recommendation through electronic word of mouth. Lou and Yuan (2019) proposed an
integrated model to account for the roles of advertising value and source credibility. Balaban and Mustățea (2019) examined users' perspectives on the credibility of social media influencers in Romania and Germany. Breves et al. (2019) investigated the perceived fit between Instagram influencers and endorsed brands, highlighting its consequences for influencer trustworthiness, brand evaluations, and behavioral intentions.

Recent studies have expanded beyond traditional metrics to examine deeper consumer engagement patterns. Matin et al. (2022) discovered how social media influencers impact brand awareness levels, and how perceived extrinsic traits positively affect brand image and trust in sponsored content. Scholz (2021) focused on how consumers respond to influencer content and actively incorporate it into their own practices, examining consumption patterns and active engagement with influencer content. The perceived information quality and trustworthiness of influencers were explored by Balaban et al. (2020), highlighting the role of these factors in shaping audiences' attitudes toward influencers.

Generation Z-specific research has emerged as a critical area of inquiry. Ghaliba and Ardiansyah (2022) focus specifically on the influence of Instagram influencers on Generation Z's purchase intentions, highlighting how influencers shape this consumer segment's purchasing behavior. Barta et al. (2023) examined the determinants of success in influencer marketing campaigns on TikTok, with particular emphasis on the effectiveness of humor and followers' hedonic experience. Berman et al. (2023) compared influence and advertising in influencer marketing, examining the role of social learning in influencer marketing and the effects of targeted advertising on information aggregation and product awareness. Consumer avoidance behaviors have also gained attention, with Pradhan et al. (2023) studying circumstances and motivations behind Gen Z consumers' avoidance of influencers and endorsed brands.

Perceived authenticity has emerged as critical for influencers to foster relationships with their community (Balaban & Szambolics, 2022; Pöyry et al., 2019), with scholars arguing that authenticity is positively associated with advertising activities when influencers' intentions to recommend products or services for external compensation appear genuine (Balaban & Szambolics, 2022; Evans et al., 2017; Kim & Kim, 2021).
<caption>Table 1</caption>

Key studies in influencer marketing

<table><thead><tr><td>Author(s) & Year</td><td>Purpose</td><td>Method</td><td>Sample/Data</td><td>Key Findings</td></tr></thead><tbody><tr><td>De Veirman et al. (2017)</td><td>Examine the follower count impact on brand attitude</td><td>Experimental design</td><td>271 Belgian participants</td><td>Higher follower count increases likability and influence perception</td></tr><tr><td>Evans et al. (2017)</td><td>Investigate disclosure effects in influencer advertising</td><td>Experimental study</td><td>330 US participants</td><td>Disclosure language affects advertising recognition and attitudes</td></tr><tr><td>Djafarova & Rushworth (2017)</td><td>Analyze celebrity credibility on Instagram</td><td>Survey research</td><td>409 female participants</td><td>Credibility significantly influences purchase decisions</td></tr><tr><td>Balaban & Mustățea (2019)</td><td>Compare influencer credibility perceptions</td><td>Cross-cultural survey</td><td>400 Romanian/Ge rman users</td><td>Cultural differences in credibility evaluation exist</td></tr><tr><td>Hughes et al. (2019)</td><td>Examine sponsored blogging effectiveness</td><td>Empirical investigation</td><td>Facebook campaign data</td><td>Source credibility mediates brand engagement</td></tr><tr><td>Lou & Yuan (2019)</td><td>Develop an integrated credibility model</td><td>Survey methodology</td><td>500 US consumers</td><td>Advertising value and credibility jointly predict outcomes</td></tr><tr><td>Scholz (2021)</td><td>Analyze consumer incorporation of influencer content</td><td>Qualitative interviews</td><td>30 consumers</td><td>Consumers actively integrate content into personal practices</td></tr><tr><td>Ghaliba & Ardiansyah (2022)</td><td>Focus on Gen Z Instagram influence</td><td>Quantitative survey</td><td>Indonesian Gen Z sample</td><td>Influencer characteristics significantly predict purchase intentions</td></tr></tbody></table>
<table><tr><td>Barta et al. (2023)</td><td>Examine TikTok campaign success factors</td><td>Content analysis + survey</td><td>TikTok campaigns + 312 users</td><td>Humor and hedonic experience drive engagement</td></tr><tr><td>Pradhan et al. (2023)</td><td>Investigate Gen Z avoidance behaviors</td><td>Mixed methods</td><td>847 Gen Z participants</td><td>Authenticity concerns drive influencer avoidance</td></tr><tr><td>Current Study (2025)</td><td>Analyze the aestheticized content's impact on Romanian Gen Z practices</td><td>Focus groups</td><td>21 Romanian Gen Z female participants</td><td>Aesthetic typologies mediate learning and practice integration</td></tr></table>

## 2.2. Instagram and TikTok

Instagram has maintained its position as one of the most popular social media platforms, ranking third globally with over 2 billion monthly active users and 500 million daily active users (Backlinko, 2025). Instagram has evolved beyond being just a social media platform and has emerged as a significant advertising platform. While Instagram's core features remain social interaction and content sharing, its integration with Meta enables businesses to leverage various advertising capabilities. Brands can reach wider audiences through influencers and promote their products or services effectively to targeted demographics. The platform's visual-centric nature offers an appealing, immersive experience for users while providing businesses with an ideal environment to capture audience attention through advertising.

With over 1 billion active monthly users (Doyle, 2023), TikTok's exponential growth since 2016 has positioned the platform as a leader in short-form video social networking. TikTok has become a powerful social media platform, considered one of the most popular worldwide, with significant influence on Generation Z's perceptions and behaviors (Ngo et al., 2022). One of TikTok's defining characteristics is its focus on short-form video content, featuring bite-sized videos typically 15 to 60 seconds long, though a 10-minute format was introduced in 2023 for
more in-depth content, leading to increased exposure and engagement time. TikTok's algorithm plays a crucial role in the effectiveness of its advertising. The platform's algorithm analyzes user behavior, preferences, and interactions to deliver personalized content recommendations. Influencers on TikTok benefit from the platform's algorithm, as it helps expand the reach of engaging influencer content to wider audiences. TikTok creators are known to build substantial follower bases in shorter periods, thanks to the algorithm's nature and its potential reach.

### 2.3. Consumer behavior and aesthetics

The pioneering work of Holbrook and Hirschman (1982) fundamentally shifted marketing research from purely rational, functionality-focused approaches toward recognizing the significance of emotions, fantasies, and aesthetic experiences in consumer decision-making. In the early development of consumer behavior research, scholars primarily focused on the rational aspects and functionality of products or services, believing that consumers made decisions based primarily on logical reasoning and practical benefits (Holbrook & Hirschman, 1982). However, a notable paradigm shift occurred as researchers began recognizing the significance of what Holbrook and Hirschman (1982, p. 132) termed "irrational buying need," discovering motivational aspects that influence consumer behavior beyond pure rationality. Holbrook and Hirschman's (1982) seminal research highlighted that consumers are not solely driven by rationality and functionality but are also deeply influenced by their emotions, desires, and imaginative experiences. This shift in focus led to the emergence of new research perspectives and approaches, such as experiential, entertainment, and aesthetic marketing, acknowledging the power of emotions, sensory stimuli, storytelling, and aesthetics in capturing consumers' attention, evoking desires, and shaping their perceptions of products and brands.

Aesthetics on social media refer to the visual presentation and style of content posted by users, encompassing color schemes, filters, fonts, and overall look and feel of a social media account or post (Yang *et al.*, 2021). The use of aesthetics can create specific moods or overall vibes and can be used to reflect brand personality to attract specific audiences.
On Instagram, particularly, influencers build successful social media presence by differentiating themselves and sending signals to potential followers through the aesthetics and styles they adopt in their content feeds. Aesthetics on social media have become increasingly important for brands and influencers alike, as they seek to stand out and differentiate themselves in crowded online landscapes. This shift has opened new approaches for researching and understanding ways of influencing consumer behavior through aesthetic elements. With the rise of aestheticized social media marketing and influencer marketing, understanding the interplay between aesthetics, emotions, and fantasies has become crucial for comprehending consumer decision-making processes in digital environments.

## 2.4. *Social Learning Theory and Practice Theory*

Albert Bandura's (1971) Social Learning Theory suggests that learning occurs through a combination of processes: observation, imitation, and cognitive processes. According to Social Learning Theory, social interactions, modeling, and reinforcement are key elements in shaping human behavior. The theory provides insights into how individuals acquire new behaviors and skills and how behavior change can be facilitated. In the context of social media and influencer marketing, this theoretical framework helps explain how individuals learn through observation, model influencers' actions, and apply what they see on social media in their daily lives.

Douglas B. Holt's (1995) Practice Theory offers a conceptual framework and holistic approach for studying how consumers integrate influencer content into their own consumption experiences (Scholz, 2021). Social media users are conceptualized through this lens as practitioners who seek to improve their practice performances by learning how to use objects and perform bodily actions in socially sanctioned ways (Scholz, 2021). Holt (1995) defines consumers as practitioners who "immerse themselves in a practice by thinking and acting like a practitioner" (assimilating) and "assert their individuality while engaging in a practice" (personalizing) (Scholz, 2021, p. 513). These actions help explain how consumers apply influencer practices into their own practice performances and how consumer tastes develop (Maciel & Wallendorf, 2017). According to
Maciel and Wallendorf (2017), Practice Theory postulates that social practices consist of three elements: "(1) understandings, or a tacit sense of what to say and do; (2) rules, such as explicit prescriptions and instructions; and (3) teleo affectivities or modes of engagement, which are the accepted ends and emotions implicated in a practice" (p. 727).

Based on the reviewed literature, while extensive research has examined influencer credibility, authenticity, and general effectiveness, significant gaps remain in understanding how aestheticized influencer content specifically impacts consumer practices in culturally specific contexts. Most existing studies focus on purchase intentions rather than actual behavioral integration, and few examine the role of visual aesthetics as a mediating factor in the social learning process.

This research aims to fill this gap by analyzing how Romanian Gen Z females learn from and integrate beauty-related influencer content into their own practices. By combining Social Learning Theory and Practice Theory, this study examines how social media influencers impact the learning process of users, and how, through observation, imitation, and practice, consumers integrate beauty-related influencer content into their experiences by understanding product usage, appropriate practices, accepted rules of skincare and makeup application, and personalizing learnings based on individual needs.

## 3. Methodology

This qualitative, exploratory study employed focus group methodology to gain a deeper understanding of participants' perspectives, attitudes, and preferences through interactive group discussions. The study aimed to examine how influencer marketing and advertising efforts on social media translate into actual practices among Romanian Gen Z females. Focus groups were selected as the data collection method because they enable the exploration of complex social phenomena through group interaction and allow participants to build on each other's responses (Braun & Clarke, 2006). The study employed purposive sampling to recruit participants who met specific demographic criteria: Romanian females aged 15-26 who actively use social media platforms (Instagram
and/or TikTok) and engage with beauty-related content. The target sample size of 21 participants was determined based on theoretical saturation principles established by Guest *et al.* (2006), who suggest that for relatively homogeneous populations with focused research questions, saturation typically occurs within 12-24 participants in focus group studies. Participants were recruited through targeted invitations across urban and rural areas of Romania to ensure geographical diversity within the sample. All participants came from stable, middle-class socio-economic backgrounds. High school participants (aged 15-18) represented a more homogeneous urban demographic, while university participants (both bachelor's and master's students) provided broader representation from both rural and urban backgrounds across Romania. Most adult participants reported having independent income sources, with only a few students over 23 mentioning continued financial dependence on parental support.

Data collection occurred from April 27 to May 10, 2023. Participants were divided into three age-based focus groups: 15-18 years (7 participants), 19-22 years (8 participants), and 23-26 years (6 participants). This age-stratified approach aimed to capture developmental differences in social media engagement and consumer behavior within the Gen Z cohort. Each group consisted of 6-8 participants to ensure diverse perspectives while enabling meaningful interaction. Two focus groups were conducted in-person in a controlled, comfortable environment with refreshments provided, while one group was conducted online via Zoom due to geographical constraints. No significant differences in discussion quality or participant engagement were observed between online and in-person sessions. A semi-structured discussion guide was developed covering key thematic areas aligned with the research questions, exploring participants' social media usage patterns and platform preferences to understand their digital engagement behaviors. The guide examined influencer-following behaviors and preferences to identify what drives participants to connect with specific content creators, and investigated beauty product purchase decision processes to understand how social media influence translates into consumer actions. Additionally, the discussion explored participants' preferred aesthetics in consumption choices to uncover the role of visual appeal in decision-making, analyzed how participants integrate social media advice into personal practices to
understand the learning and adoption process, and sought specific examples of learned behaviors and techniques to provide concrete evidence of social media's educational impact on beauty routines. The same discussion guide was used across all three groups to ensure consistency. All focus group sessions were audio-recorded with participant consent, averaging 85 minutes per session. This duration allowed for comprehensive topic exploration while maintaining participant engagement. Non-verbal cues and group dynamics were documented through the researcher's notes during sessions.

Thematic analysis was conducted following Braun and Clarke's (2006) six-phase approach using Delve qualitative data analysis software. The analysis process began with familiarization through multiple readings of transcripts to identify initial patterns, followed by systematic initial coding that involved labeling relevant text segments related to research concepts. Codes were then grouped into potential themes during the theme development phase. The process continued with clear articulation of theme meanings and definitions, and finally with reporting the findings identified in the themes, supported by data.

All participants provided informed consent prior to participation, with parental consent obtained for participants under 18 years. Participants were informed of their right to withdraw at any time and were assured of confidentiality and anonymity in reporting. The study procedures were designed to minimize any potential discomfort or risk to participants.

<caption>Table 2</caption>

Participant demographics

<table><thead><tr><td>Participant ID</td><td>Age</td><td>Location Background</td><td>Education Level</td><td>Online/In-person</td></tr></thead><tbody><tr><td>ID1-ID6</td><td>15-18</td><td>Urban</td><td>High School</td><td>In-person</td></tr><tr><td>ID7-ID14</td><td>19-22</td><td>Mixed rural/urban</td><td>University</td><td>In-person</td></tr><tr><td>ID15-ID21</td><td>23-26</td><td>Mixed rural/urban</td><td>University</td><td>Online</td></tr></tbody></table>

4. Findings

This section presents the key themes that emerged from the thematic analysis of focus group discussions with 21 Romanian Gen Z females.
The findings are organized around three primary themes that directly address the research questions: influencer-driven purchase behaviors and decision-making processes among Romanian Gen Z females in beauty consumption, the role of aesthetic trends and visual culture in shaping consumer choices, and the practical integration and adaptation of social media beauty advice into personal routines and purchasing decisions.

## 4.1. *Social media's influence on beauty: learning effects*

The analysis revealed a strong relationship between social media engagement and beauty-related consumer behaviors among Romanian Gen Z participants. Data suggest that recommendations from online sources significantly influence makeup and skincare purchases, consistent with Social Learning Theory's observation-imitation-practice framework (Bandura, 1971).

Participants demonstrated active learning from social media content, particularly on TikTok. One participant noted:

> "I'm mostly influenced regarding makeup on TikTok. If it's an irrelevant person and they do good makeup and present it nicely, I'm very tempted to buy it." (ID17, 24 years)

This finding aligns with previous research on source credibility, which suggests that content quality matters more than influencer fame (Lou & Yuan, 2019). Participants showed particular interest in skincare products promoted online, with brands such as L'Oréal Paris, CeraVe, The Ordinary, and La Roche-Posay receiving significant attention for their extensive digital campaigns and endorsements.

The data indicate that social media exposure has fundamentally altered beauty and skincare behaviors among Romanian Gen Z females. Prior to social media engagement, participants reported having no established routines, but subsequently developed systematic approaches to beauty practices. They began researching specific products, understanding application sequences, and incorporating trending techniques, such as "lifting and snatching effects" (ID7, 22 years), into makeup application.
Participants demonstrated sophisticated knowledge acquisition regarding skincare ingredients. Social media exposure increased awareness of the importance of sunscreen, the benefits of Vitamin C serum, and the use of retinol. This educational aspect represents a shift from traditional beauty marketing toward peer-to-peer learning models.

"Social media has influenced my makeup and skincare routines. Before social media, I didn't have a routine, and after using social media, I realized that I should have these routines in my life. I researched what products would fit my type and in what order I should do my skincare or makeup steps." (ID7, 22 years)

The learning process extends beyond product selection to technique correction. Participants reported learning both what to do and what to avoid through social media content, suggesting active information processing rather than passive consumption. This pattern supports Holt's (1995) Practice Theory, in which consumers act as practitioners who personalize learned behaviors to fit individual contexts.

## 4.2. Platform-specific usage patterns: Instagram versus TikTok

Analysis revealed distinct usage patterns between Instagram and TikTok among Romanian Gen Z participants, suggesting platform-specific functions in the beauty learning process. These differences have important implications for understanding how aestheticized content influences consumer behavior.

Participants described TikTok as their primary source for beauty education and technique acquisition. The platform's algorithm-driven content delivery enables the discovery of diverse creators and methods. However, participants noted difficulty remembering specific influencer names on TikTok due to the platform's rapid content cycling.

"I don't really remember the names of the content creators I follow. I follow a lot of people, and on TikTok, new faces appear constantly." (ID7, 22 years)
In contrast, Instagram functions as a visual inspiration archive where participants save content in organized collections. The platform's emphasis on aesthetic coherence supports long-term inspiration gathering and reference.

"On Instagram, I am saving makeup looks I see in a saved folder, and when I'm in need for inspiration, I check what I have saved, and I try to recreate the look." (ID7, 22 years)

The analysis revealed age-stratified preferences within the Gen Z cohort. Participants aged 15-18 primarily used Instagram, while those over 20 showed a stronger preference for TikTok. This shift may reflect platform evolution and changing user needs as participants develop more sophisticated beauty knowledge. TikTok's recent search engine functionality has positioned it as a preferred information source over traditional search engines like Google. Younger participants reported directly searching for product reviews and technique tutorials on TikTok, indicating a significant shift in information-seeking behavior. The platform differences suggest that effective beauty marketing requires distinct approaches: TikTok for educational content and technique demonstration, Instagram for aesthetic inspiration and brand building.

### 4.3. Beauty influencer relationships and authenticity

Romanian Gen Z participants demonstrated complex relationships with beauty influencers, characterized by selective trust, verification behaviors, and a preference for authentic content. Participants prioritized genuineness and transparency over follower counts or celebrity status. The emergence of "de-influencing" content in early 2023 resonated strongly with participants, who appreciated creators who discouraged unnecessary purchases.

"I am most definitely influenced by random persons on TikTok. I don't even know those persons, but they are very manipulative in maybe a good way. But I always double-check with my friends who know facts about products." (ID19, 24 years)
Participants employed sophisticated evaluation strategies, cross-referencing influencer recommendations with peer opinions and independent research. This suggests active, critical consumption rather than passive acceptance of influencer content.

Participants valued content that combined beauty instruction with personal storytelling or lifestyle sharing. This preference aligns with research on parasocial relationships in social media marketing (Hwang & Zhang, 2018).

Long-term influencer relationships demonstrated a significant impact on purchasing behavior. One participant reported that approximately 90% of her beauty products were driven by a single influencer's recommendations over four years, suggesting the potential for sustained influence through consistent authenticity.

"I think 90% of my products are recommendation-based from Monica Palcau on Instagram. I've been following her for more than four years now, and every single recommendation was excellent." (ID20, 23 years)

These findings suggest that Romanian Gen Z consumers prefer relationship-based influence over transactional celebrity endorsements, requiring marketers to focus on authentic, long-term content strategies.

## 4.4. Aesthetic typologies and their role in consumer behavior

The analysis identified five distinct aesthetic typologies that significantly influence Romanian Gen Z beauty consumption patterns and lifestyle aspirations. These aesthetics function as comprehensive identity frameworks that guide both product selection and behavioral practices.

*Clean Girl Aesthetic:* Characterized by minimalist "no-makeup" makeup looks emphasizing natural appearance and simplified routines. This aesthetic extends beyond beauty to encompass values of sustainability, health consciousness, and authenticity. Participants drawn to this aesthetic actively seek brands that align with clean, natural values.
*Cottage Girl Aesthetic:* Encompasses romantic, nature-connected lifestyle elements, including floral prints, earthy tones, and vintage-inspired items. These aesthetic influences both fashion choices and beauty product selection toward natural, environmentally conscious options.

*Korean Beauty Aesthetic:* Korean beauty standards demonstrated strong influence among participants through the adoption of specific aesthetic techniques, including glitter placement, tinted lips, and particular makeup application methods. This aesthetic centers on achieving healthy, luminous skin through multi-step skincare routines and subtle makeup enhancement.

*Old Money Aesthetic:* Associated with understated luxury, classic styles, and timeless quality, this aesthetic influences preferences for high-quality products and subtle, refined appearance choices. The aesthetic serves as an aspirational ideal, allowing participants to create the appearance of sophisticated wealth through careful styling choices, offering a way to embody luxury without the financial means typically associated with elite social circles.

Participants over 22 years demonstrated greater aesthetic awareness and conscious adoption of specific styles. They articulated clear preferences and could explain aesthetic choices in relation to personal identity expression. Younger participants (15-18 years) showed interest in aesthetics but faced constraints due to financial limitations and social expectations from peers and adults.

"Some mentioned even waiting to get older and have more freedom to express themselves and buy all the products they wish, in order to live up to an aesthetic typology or to live the lifestyle they desire." (Researcher observation)

These aesthetic typologies function as more than visual preferences; they serve as identity frameworks that guide consumption decisions, lifestyle choices, and self-expression strategies. This finding suggests that successful beauty marketing to Romanian Gen Z requires understanding and
authentically engaging with these aesthetic communities rather than focusing solely on individual products or traditional demographic segments.

The relationship between aesthetics and consumption behavior demonstrates the intersection of visual culture, identity formation, and consumer practices, supporting both Social Learning Theory's modeling concepts and Practice Theory's emphasis on identity-driven consumption integration.

<caption>Table 3</caption>

Summary of key findings and implications

<table><thead><tr><td>Research Question</td><td>Key Finding</td><td>Theoretical Implication</td><td>Practical Implication</td></tr></thead><tbody><tr><td>RQ1: Influencer Impact on Purchase Behavior</td><td>Romanian Gen Z demonstrates selective trust with verification behaviors and a preference for authentic content</td><td>Supports Social Learning Theory with evolved digital selectivity</td><td>Brands should prioritize authentic, educational content over celebrity endorsements</td></tr><tr><td>RQ2: Role of Aesthetics</td><td>Aesthetic typologies function as identity frameworks guiding consumption</td><td>Extends Practice Theory through aesthetic identity integration</td><td>Marketing should target aesthetic communities rather than broad demographics</td></tr><tr><td>RQ3: Practice Integration</td><td>Platform-specific learning (TikTok education, Instagram inspiration) with personalized adaptation</td><td>Confirms Practice Theory with digital platform differentiation</td><td>Develop platform-specific content strategies supporting complementary consumer journeys</td></tr></tbody></table>

This table contextualizes the study's findings within existing theoretical frameworks while identifying practical applications for beauty marketing strategies targeting Romanian Gen Z consumers. The results contribute to understanding culturally-specific manifestations of global consumer behavior trends in digital environments.
# 5. Discussion

## 5.1. *Theoretical implications*

The findings provide strong support for Bandura's (1971) Social Learning Theory in the context of digital consumer behavior. Romanian Gen Z participants demonstrated the classical observation-imitation-practice sequence when engaging with beauty content on social media platforms. The data reveal that participants actively observed influencer techniques, imitated specific practices, and subsequently modeled learned behaviors for peers, creating a continuous cycle of social learning. This digital manifestation of social learning theory extends beyond traditional face-to-face interactions. Social media platforms serve as rich repositories of behavioral models, providing Romanian participants with access to diverse beauty practitioners whose techniques they can observe repeatedly and practice privately. The asynchronous nature of social media content allows for repeated observation, which strengthens the learning process compared to traditional one-time demonstrations. Particularly noteworthy is how participants developed sophisticated evaluation criteria for selecting models to imitate. Unlike in traditional social learning contexts, where geographic proximity limits model availability, Romanian Gen Z participants could choose from global influencers, yet they preferred authentic, relatable models over celebrity figures. This selectivity suggests the presence of evolved social learning processes in digital environments.

The study's findings align closely with Holt's (1995) Practice Theory while revealing culturally-specific adaptations among Romanian participants. Participants functioned as practitioners who immersed themselves in beauty practices through social media observation, then personalized these practices to fit individual contexts and preferences. The three elements of Practice Theory – understandings, rules, and teleo affectivities – manifested distinctly in the Romanian context. Understandings developed through platform-specific learning, with TikTok providing technical knowledge and Instagram offering aesthetic inspiration. Rules emerged through community standards within aesthetic typologies (Clean Girl, Korean Beauty, etc.), where participants learned appropriate product usage and application techniques. Teleo affectivities
were evident in participants' emotional connections to specific aesthetics
and their aspirational lifestyle associations.

The personalization aspect of Practice Theory proved particularly relevant, as Romanian participants adapted global beauty trends to local cultural contexts, economic constraints, and personal preferences. This suggests that practice integration involves active cultural translation rather than passive adoption of observed behaviors.

The emergence of distinct aesthetic typologies among Romanian participants suggests a new way for understanding identity formation through consumption practices. Unlike traditional consumer behavior models that focus on individual product choices, these aesthetic typologies function as comprehensive identity frameworks that guide multiple consumption decisions simultaneously. Each aesthetic typology (Clean Girl, Cottage Girl, Korean Beauty, Old Money, Asian Glitter) represents more than visual preferences – they constitute coherent lifestyle philosophies that integrate product choices, behavioral practices, and value systems.

## 5.2. Comparison with existing literature influencer credibility and effectiveness research

The study's findings reveal both convergences with and divergences from established influencer marketing literature. Regarding the importance of follower count, our results partially contradict De Veirman *et al.'s* (2017) finding that Instagram influencers with high follower counts are perceived as more likeable and influential. Romanian participants demonstrated greater concern for content authenticity and educational value than follower metrics, suggesting that credibility evaluation criteria may have evolved since 2017 or vary culturally.

This evolution aligns with Lou and Yuan's (2019) integrated credibility model, which posits that advertising value and source credibility jointly predict consumer outcomes. However, our findings extend their model by revealing sophisticated verification behaviors among Romanian Gen Z participants, who actively cross-reference influencer recommendations with peer opinions and independent research before making decisions. This suggests more complex credibility evaluation processes than previously documented.
The Romanian context provides an interesting contrast to Balaban and Mustățea's (2019) cross-cultural credibility study, which compared Romanian and German participants. While their research focused on general credibility perceptions, our findings suggest Romanian Gen Z participants have developed more sophisticated evaluation strategies since 2019, possibly reflecting platform evolution and increased media literacy. The underlying reason for this development may be the rapid growth of influencer marketing saturation, leading consumers to develop more critical evaluation skills as protective mechanisms.

*Purchase Decision and Consumer Behavior Research*

Our findings both support and extend Djafarova and Rushworth's (2017) research on Instagram celebrity credibility and purchase decisions. While they found a significant credibility impact on purchase intentions, our study reveals that Romanian participants move beyond simple credibility assessment to active verification behaviors. This suggests a maturation in consumer sophistication, where credibility is necessary but not sufficient for purchase influence.

The emergence of "de-influencing" content resonated strongly with Romanian participants, supporting Kim and Kim's (2021) findings on the importance of authenticity while revealing culturally specific manifestations. Romanian participants valued transparency and honesty over promotional content, suggesting that traditional celebrity endorsement models may be less effective with this demographic than peer-to-peer recommendation systems.

The contrast with Pradhan *et al.*'s (2023) findings on Gen Z avoidance behaviors is particularly noteworthy. While they identified circumstances leading to influencer avoidance, our study demonstrates that authentic, long-term relationships can overcome general skepticism. One participant's four-year relationship with a single influencer, resulting in 90% of purchases driven by recommendations, directly contradicts the avoidance patterns Pradhan *et al.* identified. The underlying reason may be that sustained authenticity creates trust that transcends general consumer skepticism about influencer marketing.
Ghaliba and Ardiansyah's (2022) Indonesian study on Generation Z purchase intentions provides cross-cultural comparison opportunities. While they found significant influencer impact on purchase intentions, our Romanian participants demonstrated more complex behavior integration patterns. The difference may reflect cultural variations in consumer decision-making processes or methodological differences between intention measurement and actual behavior analysis.

### 5.3. Platform-specific research contributions

Our platform differentiation findings extend existing research by revealing complementary rather than competitive platform usage. While previous studies examined Instagram and TikTok separately, Romanian participants demonstrated integrated cross-platform consumer journeys in which each platform serves distinct functions within a single consumption process. This functional differentiation has implications for understanding social media's role in consumer decision-making processes. Rather than competing platforms, Instagram and TikTok appear to serve different stages of the consumer journey: Instagram for need recognition and desire formation, TikTok for information search and alternative evaluation. The age-stratified platform preferences within our Gen Z sample (younger participants preferring Instagram, older preferring TikTok) contradict some general assumptions about platform adoption patterns and suggest more nuanced intra-generational differences than previously recognized. This finding has implications for targeted marketing strategies that consider not only generational cohorts but also age microsegments within generations.

### 5.4. Theoretical framework applications

The application of Social Learning Theory in digital contexts confirms Bandura's (1971) core principles while revealing platform-specific manifestations. The asynchronous, repeatable nature of social media content enhances traditional observational learning by allowing multiple exposures and private practice opportunities. This digital extension of
social learning theory contributes to understanding how traditional psychological frameworks apply in contemporary media environments.

Practice Theory applications (Holt, 1995) prove particularly relevant, with Romanian participants demonstrating clear patterns of immersion, assimilation, and personalization. However, the cultural adaptation aspect – where global trends undergo local modification – suggests that practice integration involves more active cultural translation than Holt's original framework emphasized.

## *Aesthetic and Consumer Behavior Research*

The identification of aesthetic typologies as identity frameworks represents a novel contribution that extends existing consumer behavior research. While previous studies focused on individual product choices or brand relationships, these aesthetic typologies function as comprehensive lifestyle philosophies that guide multiple consumption decisions simultaneously. This finding suggests that in digital environments, aesthetic coherence may be more predictive of consumer behavior than traditional demographic segmentation. The underlying reason may be that social media platforms enable identity expression and community formation around aesthetic preferences in ways that weren't possible in pre-digital consumer environments.

## *Cultural Specificity*

The study's aesthetic typologies findings contribute to the literature by revealing how global beauty trends undergo local adaptation. Romanian participants did not merely adopt Korean Beauty or Clean Girl aesthetics wholesale; instead, they selectively incorporated elements that aligned with local cultural values and economic realities. This selective adoption process suggests that globalization in beauty consumption is more complex than simple cultural homogenization. In this context, Romanian Gen Z participants acted as cultural curators, choosing elements from global aesthetic trends while maintaining cultural specificity in their personal expression.
## 5.5. Practical implications for marketing strategy

### Authentic Content Strategy Development

The findings suggest that beauty brands targeting Romanian Gen Z consumers should prioritize authentic content creation over traditional celebrity endorsements. Participants responded more positively to peer-created content and educational tutorials than to highly produced promotional materials. The success of "de-influencing" content indicates that Romanian consumers appreciate honest product evaluations, including negative reviews and cautionary advice. Participants demonstrated a preference for micro-influencers and ordinary consumers over established macro-influencers in their product evaluation processes, reflecting a credibility hierarchy that prioritizes perceived authenticity and relatability over celebrity status. The preference for micro-influencers suggests that participants value testimonials from individuals with smaller follower counts who are perceived as having genuine product experiences rather than commercial motivations, thereby reducing the perceived distance between endorser and consumer in the evaluation of product recommendations.

### Platform-Specific Content Optimization

Beauty brands should develop platform-specific content strategies that acknowledge the functional differences between Instagram and TikTok. Instagram content should focus on aesthetic inspiration, lifestyle integration, and visual storytelling, while TikTok content should emphasize educational value, technique demonstration, and product functionality. Cross-platform strategies should recognize that Romanian Gen Z consumers use these platforms complementarily rather than exclusively. Content should be designed to support consumer journeys that span multiple platforms and touchpoints.
**6. Conclusion**

This research makes several important theoretical contributions to consumer
behavior and digital marketing literature. First, it validates and extends
Social Learning Theory in digital environments, demonstrating how
Romanian Gen Z consumers employ sophisticated selection criteria
when choosing behavioral models from social media content. The study
reveals that digital social learning involves active curation rather than
passive imitation, with participants developing verification strategies and
cross-referencing multiple sources before adopting practices. Second, the
research extends Practice Theory by identifying platform-specific
learning functions that support complementary consumer journeys. The
differentiation between TikTok's educational role and Instagram's inspirational
function provides new insights into how consumers navigate multi-
platform environments for learning and identity formation. Third, the
emergence of aesthetic typologies as identity frameworks represents a
novel contribution to understanding consumer identity formation in
digital contexts. The five identified typologies (Clean Girl, Cottage Girl,
Korean Beauty, Old Money, etc.) function as comprehensive lifestyle
philosophies rather than simple visual preferences, guiding multiple
consumption decisions simultaneously.

The study provides a comprehensive examination of the impact of
aestheticized influencer marketing on Romanian Gen Z females, filling a
significant gap in culturally specific consumer behavior research. The
findings reveal distinct cultural adaptations of global beauty trends,
demonstrating how local contexts mediate patterns of international influence.
The research identifies age-stratified differences within the Gen Z cohort,
with younger participants (15-18) showing different platform preferences
and aesthetic adoption patterns compared to older participants (20-26).
These intra-generational differences have important implications for
targeted marketing strategies.

**6.1 *Practical implications***

Beauty brands targeting Romanian Gen Z consumers should prioritize
authentic, educational content over traditional celebrity endorsements.
The preference for peer-created content and the positive reception of "de-influencing" phenomena indicate that transparency and honesty are more valuable than promotional messaging for this demographic. Marketing strategies should acknowledge platform-specific functions in consumer journeys. Instagram content should focus on aesthetic inspiration and lifestyle integration, while TikTok content should emphasize educational value and technique demonstration. Cross-platform strategies should support consumer journeys that span multiple touchpoints rather than treating platforms as competing channels. The identification of aesthetic typologies suggests opportunities for community-based marketing approaches. Brands should consider targeting specific aesthetic communities with tailored content and product offerings rather than broad demographic segments. This requires authentic engagement with aesthetic communities and a deep understanding of their values and practices. Platform developers should recognize the complementary functions their platforms serve in consumer learning processes. Features that support educational content discovery (TikTok) and aesthetic curation (Instagram) align with user needs and may increase engagement and platform loyalty. The importance of authenticity in influencer relationships suggests opportunities for features that enhance transparency, such as detailed disclosure mechanisms and authentic review systems that cannot be easily manipulated. Romanian Gen Z consumers demonstrated sophisticated media literacy skills in evaluating influencer content, employing verification strategies and critical evaluation criteria. However, continued education about digital marketing tactics, algorithmic influence, and consumer rights in digital environments remains important as platforms and marketing strategies evolve.

## 6.2. *Study limitations and future research directions*

Several limitations should be considered when interpreting these findings. The study's sample was limited to 21 Romanian middle-class females aged 15-26, which constrains generalizability to other cultural contexts, economic segments, or demographic groups. The findings reflect specifically Romanian Gen Z experiences and may not apply to Gen Z populations in other countries with different cultural, economic, or regulatory environments.
The cross-sectional design captures participant perspectives at a single point in time (April-May 2023) and may not reflect the dynamic evolution of social media engagement patterns or consumer behaviors. The rapidly changing nature of social media platforms, algorithms, and cultural trends suggests that longitudinal research would provide valuable insights into behavioral changes over time. The self-reported nature of focus group data may be subject to social desirability bias, particularly regarding consumption behaviors and the acknowledgment of social media influence. Participants may have emphasized rational decision-making processes while underreporting impulsive or emotionally-driven purchase behaviors. While the study provides valuable insights into Romanian Gen Z behavior, the findings may not generalize to other cultural contexts without adaptation. Romanian consumers operate within specific economic, cultural, and social media regulatory environments that influence their behavior patterns. The middle-class socio-economic background of participants further limits generalizability. Economic constraints significantly influence beauty consumption patterns, and different economic segments may respond differently to influencer marketing strategies.

Future studies should examine Gen Z consumer behavior across different cultural contexts to understand how local factors mediate the influence of global digital marketing. Comparative research between Romanian participants and Gen Z populations in other European, North American, and Asian markets would illuminate cultural specificity versus universal patterns in digital consumer behavior. Investigating different economic segments within Romanian Gen Z populations would provide insights into how economic constraints influence aesthetic adoption, platform use, and influencer relationship patterns. Understanding socio-economic variations in digital consumer behavior has important implications for inclusive marketing strategies. Longitudinal research could also examine how major platform changes, algorithm updates, and cultural shifts influence consumer learning processes and patterns of practice integration. Understanding temporal dynamics would inform the development of a more resilient marketing strategy. Future research building on these findings will contribute to more nuanced, culturally sensitive, and effective digital marketing practices.
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### DECLARATION OF CONFLICTING INTERESTS

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### FUNDING

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