Abstract
Keywords Natural hair care; Black South African women; Vlogging; Social influence theory; Perceptions. Abstract This study explored the perceptions of black South African millennial and Generation Z women regarding vloggers' influence on natural hair care, addressing the research gap of limited academic literature in this area. Grounded in the theories of social influence and perception, a qualitative, exploratory research approach conducted through online focus groups revealed three key themes: (1) participants value authentic vloggers who share personal experiences and honest reviews but are sceptical of those driven by financial gain; (2) the natural hair care movement is empowering, fostering community and shared identity; and (3) vloggers are trusted for product information and tips, with community feedback enhancing credibility and validation. Recommendations from the findings of this study include ensuring that influencers maintain authenticity and transparency, leveraging community engagement, and utilising multi-source information strategies. These findings provide valuable implications for marketers targeting this demographic who can guide targeted influencer collaborations, content creation, and communication strategies that not only boost sales, but also cultivate a sense of community and empowerment among consumers. Future research should expand demographic and methodological scopes to build on these insights and further understand the nuanced perceptions of vloggers' influence on natural hair care among diverse cultural groups. 2