Thesis Abstract

Abstract
This thesis investigates the impact of social media influencers on consumer behavior within the beauty industry. In recent years, social media platforms have become powerful tools for marketing products and influencing consumer decisions, with influencers playing a significant role in shaping consumer behavior. This study aims to examine how social media influencers in the beauty industry affect consumer perceptions, attitudes, and purchasing decisions. The research methodology involves a comprehensive literature review to understand the theoretical framework surrounding social media influencers and consumer behavior. Primary data will be collected through surveys and interviews with consumers and beauty influencers to gain insights into their perspectives and experiences. The findings of this study are expected to provide valuable insights into the effectiveness of social media influencer marketing strategies in the beauty industry. Understanding how influencers influence consumer behavior can help beauty brands develop more targeted and impactful marketing campaigns. The significance of this research lies in its contribution to the existing body of knowledge on social media marketing and consumer behavior. By exploring the dynamics between social media influencers and consumers in the beauty industry, this study offers practical implications for marketers, influencers, and consumers alike. Overall, this thesis seeks to shed light on the evolving landscape of digital marketing and consumer behavior in the beauty industry, providing valuable insights for academics, practitioners, and industry professionals.

Thesis Overview