Influencer marketing is thriving as a result of the rising level of technological advancement and global increase in internet users. The component of influencer marketing known as "beauty vlogging" focuses specifically on harnessing the influence of beauty vloggers as a powerful promotional instrument for selling cosmetic items throughout the world. Even though considerable research has been done in this area, a thorough understanding of the phenomenon is still lacking. This review consolidates the current status of research embracing this practice. We utilize 81 research publications that discuss the influence of beauty vloggers and their impact on consumer behaviour. Through a meticulous investigation, an integrative framework has been created employing antecedents, mediators, moderators, and probable consequences on consumer behaviour. Three categories; theory, context, and methodology have been created to group the unexplored future research directions. Discussion is also centred on the theoretical and practical ramifications of marketing by beauty vloggers
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