DOI: 10.11118/ecos2026_011

VISUAL ATTENTION TO INFLUENCER MARKETING CONTENT IN DECORATIVE COSMETICS: EVIDENCE FROM AN EYE-TRACKING EXPERIMENT

Kateřina Klátilová¹, Stanislav Mokrý¹, Jana Turčínková¹, Michal Pšurný¹

¹ Department of Economics, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

This study examines how selected elements of influencer marketing content affect consumer attention and perception in the context of decorative cosmetics. Primary data were collected through an eye-tracking experiment and follow-up in-depth interviews with 35 women aged 18 to 34. The experiment used visual and audiovisual stimuli based on social media content and included several A/B comparisons, such as user comments, number of hashtags, product arrangement, product photography style, make-up application, and the use of a well-known person’s face. The results suggest that product arrangement and photographic style influenced visual attention, while celebrity presence and make-up application did not lead to statistically significant differences in observation time. Interviews showed that participants generally perceived influencer reviews positively, especially when they appeared authentic, critical, and based on real product use. Most participants also preferred influencers to disclose paid cooperation.

Keywords: influencer marketing; decorative cosmetics; eye-tracking; social media; Instagram; consumer attention; sponsored content

pages: 12-12, online: 2026