The Impact of Instagram Influencers on Customer Purchasing Decision for Beauty Products
Janis, Monika (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023070424466
https://urn.fi/URN:NBN:fi:amk-2023070424466
Tiivistelmä
The use of mobile devices and social media has rapidly increased over the years and people tend to research almost everything from online. This is the perfect opportunity to businesses to corporate with influencers in social media.
The purpose of this thesis is to find out how the users of Instagram feel about the influencers, and does they influence on their buying behaviour and what are the reasons users follow beauty influencers in general. The study was concentrating only for Instagram users and Instagram influencers and was made using the survey. The survey was made on 30th of May and the goal of 200 responses were met in a day.
The result of this study revealed that even if the Instagram user is not following any influencers, they still might purchase products that they recommend. Various of the respondents do follow influencers and the influencers affect to their buying behaviour. The main finding was how many new makeup brands were found via influencers, and it was total of 53. People tend to buy beauty products when they are already seeking the same kind of product which the influencer recommends. The further research it would be very interesting to research economical aspects of the beauty industry and social media marketing via influencers.
The purpose of this thesis is to find out how the users of Instagram feel about the influencers, and does they influence on their buying behaviour and what are the reasons users follow beauty influencers in general. The study was concentrating only for Instagram users and Instagram influencers and was made using the survey. The survey was made on 30th of May and the goal of 200 responses were met in a day.
The result of this study revealed that even if the Instagram user is not following any influencers, they still might purchase products that they recommend. Various of the respondents do follow influencers and the influencers affect to their buying behaviour. The main finding was how many new makeup brands were found via influencers, and it was total of 53. People tend to buy beauty products when they are already seeking the same kind of product which the influencer recommends. The further research it would be very interesting to research economical aspects of the beauty industry and social media marketing via influencers.