Thesis Abstract

Abstract
The beauty industry has been transformed by the rise of social media influencers, who have become powerful voices shaping consumer behavior. This thesis explores the impact of social media influencers on consumer behavior in the beauty industry, focusing on how influencers influence consumer perceptions, preferences, and purchasing decisions. Through a comprehensive literature review, this study examines the role of social media influencers in promoting beauty products, building brand loyalty, and creating trends. The research methodology involves a mixed-methods approach, including surveys and interviews with both consumers and influencers. The findings reveal that social media influencers play a significant role in shaping consumer behavior in the beauty industry, with authenticity, relatability, and trustworthiness being key factors influencing consumer engagement. The discussion of findings highlights the implications of influencer marketing strategies on consumer behavior and provides recommendations for brands seeking to leverage social media influencers effectively. This study contributes to the existing literature on social media marketing and consumer behavior by providing insights into the dynamic relationship between influencers and consumers in the beauty industry. Overall, this thesis underscores the importance of understanding and harnessing the power of social media influencers in driving consumer engagement and brand success in the beauty industry.

Thesis Overview