Thesis Abstract

Abstract
The beauty industry has experienced a significant transformation in recent years due to the rise of social media influencers. This study explores the impact of social media influencers on consumer behavior within the beauty industry. The objective of this research is to analyze how social media influencers influence consumer decision-making processes, purchasing behavior, and brand loyalty in the beauty sector. Through a comprehensive literature review, this study identifies key factors that contribute to the effectiveness of social media influencers in shaping consumer behavior. The research methodology involves a mixed-methods approach, including surveys and interviews with beauty consumers to gather insights into their perceptions and experiences with social media influencers. The findings reveal that social media influencers play a crucial role in influencing consumer attitudes, preferences, and purchasing decisions in the beauty industry. The discussion of findings delves into the implications of these results for beauty brands and marketing strategies. The conclusion highlights the significance of social media influencers as powerful drivers of consumer behavior in the beauty sector and provides recommendations for future research and practical implications for industry stakeholders. This study contributes to the existing body of knowledge on the intersection of social media, influencer marketing, and consumer behavior in the context of the beauty industry.

Thesis Overview