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The prominent growth of social media users, particularly during the COVID-19 pandemic, allows social media to become a potential platform for product promotion. The presence of digital influencers as online opinion leaders has been proven to influence brand value perception, establish brand engagement, and encourage consumer purchase intention. As the country with the fourth-largest population globally, Indonesia is a lucrative market for cosmetic products. In addition to the rising number of the millennial generation who is interested in beauty products, the male segment which is no less concerned about appearance also expands the cosmetics market. A quantitative method was applied using an online questionnaire to 220 samples. The findings reveal that perceived influence has a positive effect on purchase intention with brand engagement in self-concept and brand expected value as the mediating variables. Likewise, brand engagement in self-concept has a positive effect on brand expected value. This study recommends XYZ Cosmetics to continue enrolling Tasya Farasya, considering that, as a mega-influencer with enormous Instagram followers in Indonesia, she can drive the perception and behavior of her followers.

Mega-Influencers as Online Opinion Leaders: Establishing Cosmetic Brand Engagement on Social Media