The impact of TikTok influencers on consumer buying behavior in the cosmetic industry
Hilden, Daniel (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120634821
https://urn.fi/URN:NBN:fi:amk-2023120634821
Tiivistelmä
The aim of this thesis is to research the power of TikTok influencers have over consumers and how they can impact the consumers buying behavior. The influencers carry a vital role when promoting products and services to its audience. Personally, I am interested of this topic as I have been influenced many times through TikTok to buy something that influencers have been advertising.
The research method used in in this thesis was structured interview, where three TikTok users were interviewed. In addition, qualitative data was collected from different types of influencers.
The results of the research showed that TikTok influencers have certainly transformed the outlook of consumer behavior, especially in the beauty industry. Their authenticity, relatability, and expertise play a pivotal role in shaping purchasing decisions.
The research method used in in this thesis was structured interview, where three TikTok users were interviewed. In addition, qualitative data was collected from different types of influencers.
The results of the research showed that TikTok influencers have certainly transformed the outlook of consumer behavior, especially in the beauty industry. Their authenticity, relatability, and expertise play a pivotal role in shaping purchasing decisions.