Thesis Abstract

Abstract
The research project aims to investigate the impact of social media influencers on consumer behavior, specifically focusing on the beauty and fashion industry. With the rise of social media platforms such as Instagram, YouTube, and TikTok, influencers have become powerful marketing tools for brands. This study will explore how consumers perceive social media influencers in the beauty and fashion sector, their influence on purchasing decisions, and the factors that contribute to their effectiveness as brand ambassadors. The methodology will involve both quantitative and qualitative approaches. A survey questionnaire will be distributed to a sample of consumers to gather data on their attitudes towards social media influencers and their buying habits within the beauty and fashion industry. Additionally, in-depth interviews will be conducted with select influencers to gain insights into their strategies, relationships with brands, and perceptions of their impact on consumer behavior. The findings of this research will provide valuable insights for marketers and brand managers looking to leverage social media influencers as part of their marketing strategies. By understanding how consumers engage with influencers and the factors that make them influential, brands can tailor their influencer partnerships to better resonate with their target audience and drive purchasing decisions. Additionally, the perspectives shared by influencers themselves will offer a unique insider view on the industry, shedding light on best practices and potential areas for improvement. Overall, this study contributes to the existing body of knowledge on influencer marketing and consumer behavior in the beauty and fashion sector. As social media continues to play a significant role in shaping consumer preferences and purchase decisions, understanding the dynamics between influencers and their followers is crucial for brands seeking to stay relevant and competitive in the digital age. The insights gained from this research will not only benefit academics in the fields of marketing and communication but also provide practical recommendations for industry professionals looking to optimize their influencer marketing strategies.

Thesis Overview