Thesis Abstract

Abstract
This research project aims to investigate the impact of social media influencers on consumer behavior, specifically focusing on the beauty and fashion industry. The study will explore how social media influencers affect consumers' purchasing decisions, brand perceptions, and overall engagement with beauty and fashion brands. The research will employ both quantitative and qualitative methods to gather data, including surveys, interviews, and content analysis of social media posts. The theoretical framework for this study is based on social influence theory, which suggests that individuals' behaviors and attitudes are influenced by the actions and opinions of others. In the context of social media influencers, this theory posits that influencers can shape consumers' perceptions and behavior through their online content and recommendations. Through the analysis of survey responses and interviews with consumers, this research aims to uncover the various ways in which social media influencers impact consumer behavior in the beauty and fashion industry. This includes understanding the factors that make influencers influential, the types of content that are most effective in driving consumer engagement, and the extent to which consumers trust and rely on influencers for purchasing decisions. Additionally, this study will examine the role of authenticity and transparency in influencer marketing, as well as the potential risks and ethical considerations associated with influencer endorsements. By exploring both the positive and negative aspects of influencer marketing, this research seeks to provide a comprehensive understanding of the influence that social media influencers wield in the beauty and fashion industry. The findings of this research project are expected to contribute to the existing body of knowledge on social media marketing and consumer behavior, particularly in the context of influencer marketing in the beauty and fashion industry. The insights gained from this study may be valuable for marketers, brands, and influencers seeking to enhance their strategies for engaging with consumers and leveraging the power of social media influencers. Overall, this research project seeks to shed light on the complex relationship between social media influencers and consumer behavior in the beauty and fashion industry, offering valuable insights for academics, industry professionals, and consumers alike.

Thesis Overview