Thesis Abstract

Abstract
This thesis explores the impact of social media influencers on consumer behavior in the beauty industry. With the rise of social media platforms, influencers have become powerful marketing tools for brands, particularly in the beauty sector. This study aims to investigate how social media influencers influence consumer behavior in terms of purchasing decisions, brand perception, and engagement with beauty products. The research methodology employed a mixed-methods approach, combining quantitative surveys and qualitative interviews with consumers and beauty industry professionals. Chapter One provides the introduction to the study, presenting the background, problem statement, objectives, limitations, scope, significance, and structure of the thesis. Chapter Two consists of a comprehensive literature review encompassing 10 key areas related to social media influencers, consumer behavior, and the beauty industry. Chapter Three details the research methodology, including research design, data collection methods, sampling techniques, and data analysis procedures. It also discusses ethical considerations and limitations of the study. Chapter Four presents the findings of the research, highlighting the key insights obtained from both the survey data and the interviews. The discussion delves into the various ways in which social media influencers impact consumer behavior, including their role in shaping beauty trends, influencing purchasing decisions, and building brand loyalty. The chapter also explores the differences in consumer behavior across different demographic groups and the implications for beauty brands. Chapter Five concludes the thesis by summarizing the key findings, discussing the implications for theory and practice, and offering recommendations for future research. The study contributes to the existing literature by providing a detailed analysis of the influence of social media influencers on consumer behavior in the beauty industry, shedding light on the evolving landscape of digital marketing and consumer engagement.

Thesis Overview