The development of social media has led to the rise of influencers as key actors in shaping public opinion and consumer behaviour. At the same time, the spread of misinformation and generative artificial intelligence has increased the demand for verified, expert and authentic content, particularly in the beauty sector, where consumer decisions are closely linked to health and well-being. This paper examines the influence of academic education on the credibility, reach and market effectiveness of influencers in the beauty industry. Using a mixed-method design – storytelling campaign analysis, two semi-structured interviews and two surveys among marketing professionals and the general population – the study shows that academically educated influencers achieve higher conversion rates, greater audience trust and more favourable market outcomes, although they are still less frequently engaged by the domestic marketing sector. The findings highlight the growing strategic value of expert KOL influencers in digital communication.
Čulo et al. (Wed,) studied this question.