Thesis Abstract

Abstract
The beauty industry has seen a significant transformation in recent years with the rise of social media influencers. This study explores the impact of social media influencers on consumer behavior within the beauty industry. The study aims to investigate how social media influencers affect consumer purchasing decisions, brand loyalty, and engagement with beauty products and brands. Chapter One provides an introduction to the topic, discussing the background of the study, the 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, including their influence on consumer behavior, brand promotion, and marketing strategies. Chapter Three outlines the research methodology, 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 through survey data, interviews, and case studies. The chapter explores themes such as influencer authenticity, trust, and credibility, as well as the effectiveness of influencer marketing campaigns. Chapter Five concludes the thesis by summarizing the key findings, discussing implications for the beauty industry, and offering recommendations for brands and marketers looking to leverage social media influencers. The study contributes to the existing literature on influencer marketing and consumer behavior, highlighting the evolving landscape of beauty marketing in the digital age.

Thesis Overview