Thesis Abstract

Abstract
This thesis investigates the impact of social media influencers on consumer behavior in the beauty industry. With the rise of social media platforms, influencers have become powerful marketing tools, particularly in the beauty sector. This study aims to explore how social media influencers influence consumer behavior, specifically in terms of purchase decisions and brand loyalty within the beauty industry. The research methodology employed a mixed-methods approach, combining quantitative surveys with qualitative interviews to provide a comprehensive analysis of this phenomenon. Chapter One provides an introduction to the research topic, outlining the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definitions of key terms. Chapter Two presents a thorough literature review covering ten key areas related to social media influencers, consumer behavior, beauty industry trends, and marketing strategies. This review sets the foundation for understanding the current landscape and gaps in existing research. Chapter Three details the research methodology, including the research design, sampling techniques, data collection methods, and analysis procedures. The chapter explores how both quantitative and qualitative data were collected and analyzed to gain insights into the impact of social media influencers on consumer behavior in the beauty industry. Moreover, it discusses the ethical considerations and limitations of the study. Chapter Four presents the findings of the research, highlighting the key trends, patterns, and insights obtained from the data analysis. This chapter delves into the influence of social media influencers on consumer perceptions, attitudes, and behaviors towards beauty products. The discussion also explores the role of authenticity, engagement, and trust in influencer marketing strategies. In Chapter Five, the conclusion and summary of the thesis are provided, drawing together the key findings and implications of the research. This section discusses the practical implications for marketers, brands, and influencers in the beauty industry, as well as potential areas for future research. Overall, this thesis contributes to the understanding of how social media influencers impact consumer behavior in the beauty industry and offers insights into the evolving dynamics of digital marketing in the modern age. Keywords social media influencers, consumer behavior, beauty industry, influencer marketing, digital marketing, purchase decisions, brand loyalty.

Thesis Overview