Thesis Abstract

Abstract
The beauty industry has witnessed a significant transformation in recent years with the rise of social media influencers as key players in shaping consumer behavior. This research project aims to explore the impact of social media influencers on consumer behavior within the beauty industry. Through a comprehensive literature review, this study examines the role of social media influencers in influencing consumer preferences, purchasing decisions, and brand perceptions. The research methodology involves a mixed-methods approach, including surveys and interviews with consumers and beauty industry professionals. Chapter One provides an introduction to the topic, presenting the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of key terms. Chapter Two comprises a detailed literature review covering ten key aspects related to social media influencers and consumer behavior in the beauty industry. Chapter Three outlines the research methodology, including research design, data collection methods, sampling techniques, and data analysis procedures. Chapter Four presents a comprehensive discussion of the findings, analyzing the impact of social media influencers on various aspects of consumer behavior, such as brand loyalty, purchase intentions, and product perceptions. The chapter also explores the effectiveness of different types of influencer marketing strategies in the beauty industry. Chapter Five concludes the thesis by summarizing the key findings, implications for practice, limitations of the study, and recommendations for future research. Overall, this thesis contributes to the existing body of knowledge by shedding light on the evolving landscape of influencer marketing in the beauty industry and its implications for consumer behavior. By understanding the dynamics between social media influencers and consumers, beauty brands can enhance their marketing strategies and engage with their target audience more effectively in the digital age.

Thesis Overview