Thesis Abstract

Abstract
The beauty industry has undergone a significant transformation in recent years, largely influenced by the rise of social media and the emergence of influential personalities known as social media influencers. These individuals have amassed large followings on platforms such as Instagram, YouTube, and TikTok, and have become powerful voices in shaping consumer behavior within the beauty industry. This thesis explores the impact of social media influencers on consumer behavior in the beauty industry, examining how these influencers affect consumer purchasing decisions, brand perceptions, and overall industry trends. Chapter One provides an introduction to the topic, discussing the background of the study, the problem statement, objectives of the study, limitations, scope, significance, structure of the thesis, and definitions of key terms. The chapter sets the foundation for the research and outlines the key areas of focus. Chapter Two presents a comprehensive literature review that delves into the existing research on social media influencers and their influence on consumer behavior in the beauty industry. The chapter explores key concepts such as influencer marketing, consumer psychology, social media engagement, and brand loyalty, providing a theoretical framework for the study. Chapter Three details the research methodology employed in this study, including the research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also discusses ethical considerations and limitations of the research process. Chapter Four presents the findings of the study, analyzing the impact of social media influencers on consumer behavior in the beauty industry. The chapter examines trends in influencer marketing, consumer perceptions of influencers, and the effectiveness of influencer collaborations for beauty brands. Chapter Five offers a conclusion and summary of the thesis, highlighting the key findings and implications of the research. The chapter discusses the practical implications of the study for beauty brands, marketers, and consumers, as well as areas for future research and development in the field. Overall, this thesis contributes to the growing body of research on social media influencers and their impact on consumer behavior in the beauty industry. By examining the evolving role of influencers in shaping consumer preferences and purchase decisions, this study provides valuable insights for industry practitioners and academics seeking to understand the dynamics of influencer marketing in the digital age.

Thesis Overview