Thesis Abstract

Abstract
In recent years, influencer marketing has emerged as a powerful tool for brands to connect with consumers and drive purchase intentions, particularly in the beauty industry. This thesis explores the impact of influencer marketing on consumer purchase intentions in the beauty industry, aiming to provide valuable insights for marketers and businesses operating in this sector. The study is guided by the following objectives to examine the background and evolution of influencer marketing, to identify the key factors influencing consumer purchase intentions in the beauty industry, to analyze the effectiveness of influencer marketing strategies in driving consumer purchase intentions, and to assess the limitations and challenges associated with influencer marketing in the beauty industry. Chapter 1 introduces the research topic, providing a background of the study, stating the problem statement, outlining the objectives of the study, discussing the limitations and scope of the research, highlighting the significance of the study, presenting the structure of the thesis, and defining key terms related to the research. Chapter 2 presents a comprehensive literature review on influencer marketing and consumer purchase intentions in the beauty industry. The chapter covers topics such as the definition and evolution of influencer marketing, the role of influencers in shaping consumer behavior, the impact of influencer credibility and trustworthiness on purchase intentions, and the effectiveness of different types of influencer marketing strategies. Chapter 3 details the research methodology employed in the study. It includes discussions on the research design, data collection methods, sampling techniques, data analysis procedures, ethical considerations, and the rationale behind the chosen research approach. Chapter 4 presents the findings of the study, focusing on the impact of influencer marketing on consumer purchase intentions in the beauty industry. The chapter discusses the key factors influencing consumer purchase decisions, the effectiveness of influencer marketing strategies, and the challenges faced by brands in implementing successful influencer marketing campaigns. Chapter 5 offers a comprehensive conclusion and summary of the thesis. It summarizes the key findings, discusses the implications of the research, provides recommendations for marketers and businesses, and suggests areas for future research in the field of influencer marketing and consumer behavior in the beauty industry. Overall, this thesis contributes to the existing body of knowledge on influencer marketing and consumer purchase intentions in the beauty industry. By understanding the dynamics of influencer marketing and its impact on consumer behavior, businesses can develop more effective marketing strategies to enhance consumer engagement and drive purchase intentions in the competitive beauty industry landscape.

Thesis Overview

The project titled "The Impact of Influencer Marketing on Consumer Purchase Intentions in the Beauty Industry" aims to investigate the influence of influencer marketing on consumer purchase intentions within the beauty industry. This research will delve into the growing trend of influencer marketing and its effectiveness in shaping consumer behavior and purchase decisions in the beauty sector. The beauty industry is highly competitive, with consumers being constantly exposed to a wide array of beauty products and brands. In recent years, influencer marketing has emerged as a powerful tool for brands to reach and engage with their target audience. Influencers, who are individuals with a significant following on social media platforms, have the ability to sway consumer opinions and preferences through their content and recommendations. This study will explore the mechanisms through which influencer marketing impacts consumer purchase intentions in the beauty industry. It will examine how factors such as influencer credibility, authenticity, and likeability influence consumer perceptions and attitudes towards beauty products. Additionally, the research will investigate the role of social media platforms in facilitating influencer marketing campaigns and driving consumer engagement. The project will employ a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data from both consumers and beauty industry professionals. The findings of this research are expected to provide valuable insights for beauty brands and marketers on how to effectively leverage influencer marketing to enhance consumer purchase intentions and drive sales. Overall, this research seeks to contribute to the existing body of knowledge on influencer marketing and consumer behavior in the beauty industry. By shedding light on the impact of influencer marketing on consumer purchase intentions, this study aims to offer practical recommendations for beauty brands looking to optimize their marketing strategies and maximize their influence in an increasingly competitive market landscape.