Thesis Abstract

Abstract
Social media has revolutionized the way companies market their products and services, with social media influencers playing a significant role in shaping consumer behavior, particularly in the beauty industry. This thesis explores the impact of social media influencers on consumer behavior in the beauty industry, aiming to understand how influencers influence consumer perceptions, preferences, and purchasing decisions. The study utilizes a mixed-methods approach, combining qualitative interviews with beauty consumers and quantitative surveys to provide a comprehensive analysis of the subject matter. Chapter One introduces the research topic, providing background information on the rise of social media influencers and their role in marketing. The problem statement highlights the gap in existing literature regarding the specific impact of influencers on consumer behavior in the beauty industry. The objectives of the study are outlined, focusing on understanding consumer perceptions and behaviors influenced by social media influencers. The limitations and scope of the study are discussed, along with the significance of the research. The structure of the thesis and key definitions of terms are also provided. Chapter Two presents a detailed literature review, analyzing existing studies on social media influencers, consumer behavior, and the beauty industry. The review covers topics such as influencer marketing strategies, consumer trust in influencers, and the effects of influencer content on consumer decision-making. Ten key themes emerge from the literature, providing a theoretical framework for the research. Chapter Three outlines the research methodology, detailing the research design, data collection methods, and sampling techniques. The chapter also discusses the development of survey instruments and interview protocols, as well as ethical considerations in the research process. Eight sections cover various aspects of the methodology, including participant recruitment, data analysis procedures, and validity and reliability measures. Chapter Four presents the findings of the study, highlighting key insights from both the qualitative interviews and quantitative surveys. The chapter discusses how social media influencers impact consumer perceptions of beauty products, influence purchasing decisions, and shape brand loyalty. The findings are analyzed in relation to the existing literature, providing a comprehensive overview of the research outcomes. Chapter Five concludes the thesis, summarizing the key findings and implications for theory and practice. The chapter also discusses the limitations of the study and suggests avenues for future research in the field. Overall, the research contributes to a better understanding of the role of social media influencers in shaping consumer behavior in the beauty industry, highlighting the importance of influencer marketing strategies in the digital age.

Thesis Overview