Thesis Abstract

Abstract
In recent years, influencer marketing has emerged as a powerful tool for businesses to connect with consumers and drive purchasing decisions. This thesis explores the impact of influencer marketing on consumer behavior within the beauty industry. With the rise of social media platforms like Instagram, YouTube, and TikTok, influencers have become key figures in shaping consumer perceptions and preferences. The beauty industry, in particular, has witnessed a significant shift towards influencer-driven marketing strategies, with brands leveraging influencer partnerships to promote products and engage with their target audience. This research aims to investigate the various ways in which influencer marketing influences consumer behavior in the beauty industry. The study will delve into the role of influencers as opinion leaders and trendsetters, examining how their content creation and endorsements impact consumer attitudes, perceptions, and purchase intentions. By analyzing consumer responses to influencer marketing campaigns, this research seeks to uncover the underlying motivations and psychological mechanisms that drive consumer behavior in the beauty sector. The methodology employed in this study will be a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather insights from both consumers and beauty industry professionals. The data collected will be analyzed using statistical techniques and thematic analysis to identify patterns, trends, and correlations related to influencer marketing and consumer behavior. The findings of this research are expected to contribute valuable insights to the existing body of knowledge on influencer marketing and consumer behavior in the beauty industry. By understanding the impact of influencer marketing on consumer perceptions and decision-making processes, businesses in the beauty sector can develop more effective marketing strategies and enhance their engagement with target audiences. Overall, this thesis aims to provide a comprehensive analysis of the role of influencer marketing in shaping consumer behavior in the beauty industry, offering practical implications for marketers, influencers, and beauty brands seeking to leverage this powerful marketing tool to drive business growth and build brand loyalty.

Thesis Overview