Thesis Abstract

Abstract
The research project aims to investigate 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 powerful figures in shaping consumer preferences and purchasing decisions. This study seeks to understand the extent to which social media influencers influence consumers' perceptions of beauty products, brands, and trends. The research will employ a mixed-methods approach, combining both quantitative and qualitative data collection methods. A survey will be conducted to gather quantitative data on consumers' attitudes towards beauty influencers and their impact on purchasing behavior. In addition, in-depth interviews will be conducted with both consumers and beauty influencers to gain a deeper understanding of the dynamics at play. The findings of this research project are expected to provide valuable insights into the role of social media influencers in the beauty industry and how they influence consumer behavior. By understanding the factors that contribute to the effectiveness of influencers in promoting beauty products, brands can develop more targeted and successful influencer marketing strategies. This research is significant as it addresses a gap in the existing literature on social media influencers and consumer behavior in the beauty industry. While previous studies have examined the influence of influencers in various sectors, there is a lack of research specifically focusing on the beauty industry. Given the rapid growth of the beauty influencer market, this study will contribute to a better understanding of this phenomenon and its implications for both consumers and businesses in the beauty industry. Overall, this research project will shed light on the mechanisms through which social media influencers impact consumer behavior in the beauty industry. By exploring consumers' perceptions and experiences with beauty influencers, this study will provide insights that can inform marketing strategies and help businesses leverage the power of influencers more effectively. The findings are expected to have practical implications for beauty brands and marketers looking to engage with consumers in the digital age.

Thesis Overview