Thesis Abstract

Abstract
In recent years, influencer marketing has become a prominent strategy in the marketing landscape, particularly within the beauty industry. This research aims to investigate the impact of influencer marketing on consumer behavior in the beauty industry. The study is motivated by the growing popularity and effectiveness of influencer marketing, as well as the increasing importance of understanding consumer behavior in the context of digital marketing strategies. The thesis begins with an introduction that sets the stage for the research by providing background information on influencer marketing and its relevance in the beauty industry. The problem statement highlights the gap in existing literature regarding the specific impact of influencer marketing on consumer behavior, prompting the need for this study. The objectives of the study are outlined to guide the research process, while the limitations and scope of the study are also discussed to provide clarity on the research boundaries. The significance of the study lies in its potential to contribute to the existing body of knowledge on influencer marketing and consumer behavior, offering insights that can inform marketing strategies within the beauty industry. The structure of the thesis is presented to provide an overview of the organization of chapters and sections, ensuring a coherent and logical flow of information. Additionally, key terms are defined to establish a common understanding of terminology used throughout the thesis. Chapter two presents a comprehensive literature review that examines existing research on influencer marketing, consumer behavior, and their intersection within the beauty industry. The review covers ten key themes, including the role of influencers, consumer trust in influencers, the impact of social media platforms, and the effectiveness of influencer marketing campaigns. Chapter three details the research methodology employed in this study, encompassing research design, data collection methods, sampling techniques, and data analysis procedures. By outlining these elements, the chapter provides transparency and rigor in the research process, ensuring the reliability and validity of the findings. Chapter four presents a detailed discussion of the research findings, analyzing the impact of influencer marketing on various aspects of consumer behavior in the beauty industry. The chapter delves into key findings, implications for marketing practitioners, and areas for further research, offering a nuanced understanding of the relationship between influencer marketing and consumer behavior. Finally, chapter five concludes the thesis by summarizing the key findings, discussing their implications, and offering recommendations for future research and marketing strategies. The conclusion highlights the significance of influencer marketing in shaping consumer behavior within the beauty industry and underscores the importance of continued research in this dynamic field. Overall, this thesis contributes to a deeper understanding of how influencer marketing influences consumer behavior in the beauty industry, shedding light on the evolving landscape of digital marketing strategies and consumer engagement.

Thesis Overview