The Impact of Sales and Marketing Consultants on Small Businesses

 Accepting H1 results from the study runs counter to most earlier studies on the relevance of sponsorship disclosure labels towards purchasing intention. A study revealed that the influencer's narrative toward consumers changed positively if disclosures were omitted from a post (Muller & Christandl, 2019; De Cicco et. al, 2019). But Kay et. al., (2020) dispute the 

degree of significance since the results show that sponsorship disclosures have a major influence on purchase intention on influencer marketing. While the present results show the reverse, overall these past studies show that sponsorship disclosure labels significantly affect customer intentions when purchasing. Among the latter research, one validates our 

conclusions whereby brand attitude and purchase intention were not influenced by disclosure information alone.This study also shown that the platforms employed had no affect regarding the purchase intention and product recommendation of customers towards products in the beauty and cosmetics business which led to the approval of  This runs counter to Weismuller et. al., (2020), who find that customer buy intention is much raised by the source 

Attractiveness of the platform and trustworthiness

and influencer competence, so maybe resulting in tosmetics industry. If the study involves gender or age-sensitive and the like, additional research can be conducted by analyzing mediating or intervening variables that might expose a more in-depth relationship. Moreover, the discovered variables in the study could not be enough; so, extra variables should be 

investigated in next projects. Using influencer marketing, the cosmetics sector builds closer ties with consumers. These kinds of campaigns are currently implemented on all social media platform available, so they are among the key tools companies employ to engage their consumers. In terms of customer acquisition, retention, and even brand equity creation, 

these kinds of initiatives help their company to become more competitive. Investigating these kinds of marketing and identifying elements that significantly influence consumers' buying intentions and recommendations helps thus. Consumers in an influencer marketing campaign are cautious about the material they provide as well as the relevance and honesty of the paid 

Influencers towards the products of the brand

The credibility and kind of posts produced by an influencer could either strengthen or undermine the intention of the target market to buy from the brand.When faced with reputable influencers in their marketing activities, consumers also impact their recommendations for the products of these firms.When it comes to things like social media platforms used and 

sponsorship disclosure labels towards their influencer marketing efforts, brands can be at peace though. Regarding their buying behavior and frequency of recommendations of products, consumers are not totally prompted by these elements. Therefore, brands should create influencer marketing campaigns with crucial components and factors that could deliberately help to improve consumer view of their company.The platforms one uses 

influence consumers' purchase inclinations. (Abzari, et al., 2014). The current study verified that customer impressions of product recommendations from the beauty and cosmetics sector depend on reliability. This is also true of other studies (Rebelo, 2017; Jimenez Castillo & Fernandez, 2019) which indicated that an individual's likelihood of buying the suggested brand increases with the stronger the persuasive power of the digital influencer that is, seen 

As a trustworthy source of information Furthermore

the findings showed that brands who spend in campaigns run by influencers have positive results when it comes to consumers recommending items they previously bought due of an endorser (Jimenez-Castillo & Fernandez, 2019). Moreover, once consumers follow an influencer they can relate to and also support a brand appropriate for their usual style, opinions of these consumers on the product tend to match the endorsed brands which results 

in encouraging recommendation to peers (De Vries et. al, 2012; Planchard et. al, 2016).This study also shown that the type of post influences the consumer's recommendation of products in the beauty and cosmetics sector that resulted in accepting H3. This runs counter to a 2019 Bognar et. al. study, however, which shows that recommendations made by influencers 

increase consumers' attention since they often purchase items advised by the influencer and even forward the products to their loved ones. Conversely, the findings of the study revealed that consumers' propensity to buy was much influenced by the kind of post they came across. Results indicated that type of post and credibility influences consumer opinion on their intention of purchase of products from the beauty and cosmetics sector. This supports other 

Conclusion

research showing respondents who believe the influencers offering recommendations are reliable or have strong credibility are more inclined to buy from a brand (Rebelo, 2017; Khan & Saima, 2020; Sokolova & Kefi, 2020). Moreover, the outcome supports the research of Lee and Koo (2012) according to which consumers trust their peers more than average commercials and businesses overall. Before deciding what to buy, consumers would much 

prefer choosing goods or services recommended by their peers. In this regard, peers refer to people or influencers with whom they interact and relate with, that is because consumers often follow the opinions of influencers as they are regarded as sources of information and may help consumers decide which decisions to engage in (Planchard et. al, 2016). This means that communication gets more compelling as it becomes increasingly