Thesis Abstract

Abstract
The advent of social media has revolutionized the way individuals communicate and interact with each other, and has significantly impacted various industries, including the beauty sector. This study investigates the influence of social media influencers on consumer behavior within the beauty industry through a detailed case study approach. The objective of this research is to examine how social media influencers shape consumer behavior and purchasing decisions in the beauty industry, with a focus on their credibility, engagement strategies, and impact on consumer trust and loyalty. Chapter One provides an introduction to the research topic, presenting the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definition of key terms. Chapter Two comprises a comprehensive literature review that explores existing scholarly works on social media influencers, consumer behavior, and the beauty industry. The review covers topics such as influencer marketing, social media engagement, consumer trust, and purchasing behavior. Chapter Three outlines the research methodology employed in this study, including the research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses the ethical considerations and limitations of the research process. Chapter Four delves into the discussion of findings, presenting the results of the case study analysis and highlighting key insights into the impact of social media influencers on consumer behavior in the beauty industry. The concluding Chapter Five offers a summary of the research findings, discussing the implications of the study for theory, practice, and future research directions. The study concludes that social media influencers play a crucial role in shaping consumer behavior in the beauty industry, influencing purchasing decisions and brand loyalty through their authenticity, engagement strategies, and perceived expertise. The findings contribute to a deeper understanding of the dynamics between social media influencers and consumers in the beauty sector and offer practical recommendations for industry practitioners. In conclusion, this research provides valuable insights into the impact of social media influencers on consumer behavior in the beauty industry, highlighting the significance of influencer marketing strategies in shaping consumer perceptions and purchase intentions. The study underscores the importance of building authentic relationships with consumers through social media influencers to enhance brand credibility and engagement in the competitive beauty market.

Thesis Overview