Thesis Abstract

The beauty industry has witnessed a significant transformation in recent years with the rise of social media influencers shaping consumer behavior. This thesis aims to analyze the impact of social media influencers on consumer behavior in the beauty industry. The study delves into the various ways in which social media influencers influence consumer preferences, purchase decisions, and brand loyalty within the beauty sector. The research methodology employed a mix of qualitative and quantitative approaches, including surveys, interviews, and content analysis of social media platforms. The findings reveal that social media influencers play a crucial role in shaping consumer perceptions of beauty products, creating trends, and influencing purchasing decisions. Factors such as authenticity, trustworthiness, and relatability of influencers emerged as key drivers of consumer engagement and loyalty. Moreover, the study explores the ethical considerations surrounding influencer marketing in the beauty industry, highlighting issues such as transparency, disclosure of sponsored content, and the potential impact on consumer trust. The implications of these findings are discussed in the context of marketing strategies for beauty brands seeking to leverage influencer partnerships effectively. In conclusion, this thesis provides valuable insights into the dynamic relationship between social media influencers and consumer behavior in the beauty industry. By understanding the mechanisms through which influencers shape consumer preferences and purchase decisions, beauty brands can develop more targeted and impactful marketing strategies to engage their target audience effectively. The study contributes to the ongoing discourse on influencer marketing and its role in shaping consumer behavior in the digital age.

Thesis Overview