The Impact of Aestheticized Influencer Marketing on Romanian Gen Z Females' Behaviors and Practices

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 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.