Analysis of social media influencer marketing in the beauty industry

Abstract

This thesis investigates the impact of influencer marketing on consumer behavior in the beauty industry, with a special focus on Generation Z customers. The main objectives of the study are understanding the role of influencer marketing, the kind of contents that appeal most to Generation Z, and the level of trust Gen Z consumers place in influencers when making beauty-related purchase decisions.

First, an analysis the research was done to develop a theoretical framework and identify important factors related to consumer behavior and influencer marketing. Second, a survey asking a group of Gen Z customers about their thoughts and actions with relation to influencer marketing in the beauty industry was used to gather primary data.

The findings show that Gen Z consumer behavior is significantly shaped by influencer marketing, with relatability and authenticity appearing as key elements influencing trust and engagement. Gen Z consumers are more likely to follow influencers who generate real and useful content when making selections about what to buy. This study offers knowledge about the role of influencer marketing in the beauty industry and how it affects Gen Z consumers. Beauty brands may create more engaging and meaningful marketing strategies to reach their target audience by learning about the preferences and behaviors of this group.