Thesis Abstract

Abstract
The beauty industry has experienced a significant transformation in recent years, with the rise of social media influencers as key players in shaping consumer behavior. This thesis examines the impact of social media influencers on consumer behavior in the beauty industry. The study aims to explore how social media influencers influence consumer perceptions, preferences, and purchasing decisions in the context of beauty products and services. Chapter One provides an introduction to the research topic, including the background of the study, problem statement, objectives, limitations, scope, significance, structure of the thesis, and definitions of key terms. Chapter Two presents a comprehensive literature review on the role of social media influencers in the beauty industry, covering ten key areas such as influencer marketing, consumer behavior, and social media impact. Chapter Three outlines the research methodology adopted for this study, including 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 a detailed discussion of the findings, analyzing the influence of social media influencers on consumer behavior through various case studies and examples from the beauty industry. The results reveal the significant impact of social media influencers on consumer perceptions, attitudes, and purchasing decisions, highlighting the role of trust, credibility, and authenticity in influencer marketing strategies. The findings also suggest that consumers are increasingly turning to social media influencers for beauty product recommendations and reviews, shaping their purchase intentions and brand loyalty. Chapter Five concludes the thesis by summarizing the key findings and implications of the study. The conclusion highlights the importance of social media influencers in the beauty industry and provides recommendations for marketers and businesses looking to leverage influencer marketing strategies effectively. Overall, this thesis contributes to the existing literature on consumer behavior and influencer marketing, shedding light on the evolving landscape of the beauty industry in the digital age.

Thesis Overview