Cross Cultural Influencer Marketing : lessons from K-Beauty

Abstract

This thesis researched the continuously changing world of cross-cultural influencer marketing and how Korean cosmetic brands can adapt their strategies to promote globally across cultures through influencers and influencer marketing. Culture is a constantly evolving phenomena that affects consumer behaviour and perceptions.

Korean beauty has boomed as a significantly popular industry globally, also among Western cultures regardless of the contrast between Southeast Asian and Western Cultures. Both quantitative and qualitative research methods were carried out in the form of a survey to 23 participants and a single interview with a beauty influencer. The research investigated consumer perceptions and the effectiveness of influencer marketing strategies across cultures in the K-beauty industry.

The research identified key recommendations for enhancing influencer marketing strategies, including diversifying influencer partnerships, addressing cultural sensitivities, utilizing visual-centric platforms, and investing in brand education and awareness.

By adopting these strategies K-beauty brands can effectively engage with consumers from various cultural background and strengthen their global presence in the beauty industry.