Thesis Abstract

Abstract
The influence of social media on consumer behavior has become a significant area of study in the field of mass communication, particularly within the context of the beauty industry. This thesis investigates the impact of social media influencers on consumer behavior in the beauty industry through a case study approach. The objective of this study is to examine how social media influencers affect consumer decision-making processes, brand perception, and purchasing behavior within the beauty industry. The research methodology employed a mixed-methods approach, incorporating both qualitative and quantitative data collection methods. Chapter One provides an introduction to the research topic, outlining the background of the study, problem statement, research objectives, limitations, scope, significance, structure of the thesis, and definition of key terms. Chapter Two consists of a comprehensive literature review that examines existing research on social media influencers, consumer behavior, and the beauty industry. The literature review aims to provide a theoretical framework for understanding the relationship between social media influencers and consumer behavior in the beauty industry. Chapter Three details the research methodology employed in this study, including the research design, participant selection, data collection methods, and data analysis techniques. The chapter also discusses the ethical considerations and limitations of the research methodology. Chapter Four presents the findings of the study, analyzing the impact of social media influencers on consumer behavior in the beauty industry based on the data collected. The discussion of findings in Chapter Four explores the implications of the research findings for both theory and practice in the field of mass communication and marketing. Finally, Chapter Five presents the conclusions drawn from the study, summarizing the key findings, implications, and contributions to the existing body of knowledge. The conclusion also offers recommendations for future research and practical implications for marketers and beauty brands looking to leverage social media influencers to influence consumer behavior. In conclusion, this thesis contributes to the understanding of how social media influencers influence consumer behavior in the beauty industry and provides valuable insights for academics, marketers, and industry practitioners seeking to enhance their understanding of this dynamic relationship.

Thesis Overview