Thesis Abstract

Abstract
The beauty industry has been significantly transformed by the rise of social media influencers, who have become powerful entities shaping consumer behavior and preferences. This thesis explores the impact of social media influencers on consumer purchase behavior within the beauty industry. Through a comprehensive literature review, this study examines the theoretical foundations and empirical evidence surrounding influencer marketing and consumer behavior. The research methodology employed a mixed-method approach, incorporating qualitative interviews and quantitative surveys to gather insights from both influencers and consumers. The findings reveal that social media influencers play a crucial role in influencing consumer purchase decisions in the beauty industry. Factors such as authenticity, relatability, and expertise are identified as key drivers of influencer effectiveness. Furthermore, the study highlights the importance of trust and credibility in building long-term relationships between influencers and their followers. The implications of this study extend to both marketers and influencers in the beauty industry, providing valuable insights into effective strategies for engaging with consumers and leveraging influencer partnerships. By understanding the mechanisms through which influencers influence consumer behavior, beauty brands can optimize their marketing campaigns and enhance brand loyalty. In conclusion, this thesis contributes to the existing body of knowledge on influencer marketing and consumer behavior in the beauty industry. It underscores the significance of social media influencers as powerful agents of influence and highlights the complexities of consumer decision-making in the digital age. The insights gained from this study have practical implications for marketers seeking to harness the power of influencer marketing to drive consumer engagement and foster brand loyalty in the competitive beauty industry landscape.

Thesis Overview