Thesis Abstract

Abstract
This thesis explores the influence of social media influencers on consumer behavior within the beauty industry, focusing specifically on Instagram beauty influencers. In recent years, social media platforms have revolutionized the way consumers interact with brands and make purchasing decisions. Beauty influencers, in particular, have emerged as powerful agents shaping consumer preferences and behaviors. This study aims to provide a comprehensive analysis of the impact of Instagram beauty influencers on consumer behavior, shedding light on the mechanisms through which these influencers affect consumer perceptions, attitudes, and purchasing decisions. The research methodology employed in this study includes a mixed-method approach, combining both qualitative and quantitative methods to gather data. A sample of Instagram users who follow beauty influencers will be surveyed to understand their perceptions and behaviors related to beauty products. Additionally, in-depth interviews will be conducted with selected Instagram beauty influencers to gain insights into their strategies for engaging with their audience and influencing consumer behavior. The findings of this study are expected to reveal the extent to which Instagram beauty influencers influence consumer behavior in the beauty industry. By analyzing the data collected, this research aims to identify the key factors that contribute to the effectiveness of beauty influencers in shaping consumer preferences and purchasing decisions. The implications of these findings for marketers, brands, and consumers will be discussed, highlighting the opportunities and challenges associated with influencer marketing in the beauty industry. Overall, this thesis contributes to the existing literature on social media marketing and consumer behavior by providing a detailed examination of the role of Instagram beauty influencers in shaping consumer attitudes and behaviors. The insights gained from this study can inform marketing strategies and help businesses leverage the power of social media influencers to reach and engage with their target audience effectively.

Thesis Overview