Thesis Abstract

Abstract
This research project focuses on analyzing the impact of social media influencers on consumer behavior in the beauty industry. With the rise of social media platforms such as Instagram, YouTube, and TikTok, influencers have become prominent figures in shaping consumer preferences and purchasing decisions, particularly in the beauty sector. The study aims to explore the various factors that influence consumers' trust and engagement with beauty influencers, as well as the effectiveness of influencer marketing strategies employed by beauty brands. Using a mixed-methods approach, data will be collected through surveys and interviews with both consumers and beauty influencers to gain insights into the key drivers behind influencer impact. The survey will assess consumer perceptions of beauty influencers, their purchasing behavior influenced by influencers, and the level of trust they place in influencer recommendations. Additionally, interviews with beauty influencers will delve into their content creation process, brand collaborations, and the strategies they use to engage with their audience. The research will also investigate the impact of influencer marketing on beauty brands, examining the return on investment (ROI) of influencer collaborations and the challenges faced by brands in measuring the success of such campaigns. By analyzing consumer responses and influencer perspectives, the study aims to provide valuable recommendations for beauty brands seeking to optimize their influencer marketing strategies and enhance consumer engagement. The findings of this research are expected to contribute to the existing body of knowledge on influencer marketing and consumer behavior in the beauty industry. By gaining a deeper understanding of the factors that drive consumer trust and engagement with influencers, beauty brands can tailor their marketing efforts to better resonate with their target audience. Additionally, insights into the effectiveness of influencer collaborations will help brands make informed decisions when partnering with influencers to promote their products. Overall, this research project aims to shed light on the evolving role of social media influencers in shaping consumer behavior in the beauty industry and provide actionable recommendations for brands looking to leverage influencer marketing as a strategic tool for driving brand awareness and sales.

Thesis Overview