Thesis Abstract

Abstract
In recent years, influencer marketing has become a prominent strategy for brands to reach their target audience and drive consumer purchase decisions. This study explores the impact of influencer marketing on consumer purchase decisions within the beauty industry. The research aims to provide insights into how influencers influence consumer behavior and purchase decisions, particularly in the context of the beauty industry. The study will investigate the role of influencers in shaping consumer perceptions, attitudes, and behaviors towards beauty products, as well as the effectiveness of influencer marketing in driving sales and brand engagement. The research methodology will involve a comprehensive literature review to establish the theoretical framework surrounding influencer marketing and consumer behavior in the beauty industry. This will be followed by a quantitative research approach, utilizing surveys and data analysis to gather empirical evidence on the actual impact of influencer marketing on consumer purchase decisions. The sample population will consist of beauty product consumers who follow influencers on various social media platforms. The findings of this study are expected to contribute to the existing body of knowledge on influencer marketing and consumer behavior, particularly in the beauty industry. The results will provide valuable insights for marketers and brands on how to effectively leverage influencer marketing strategies to drive consumer purchase decisions and enhance brand performance in the competitive beauty market. Overall, this research aims to shed light on the intricate relationship between influencer marketing and consumer purchase decisions in the beauty industry, offering practical implications for marketers, brands, and influencers seeking to optimize their marketing strategies and achieve better results in engaging and converting consumers in the digital age.

Thesis Overview