Influencers' role in responsible cosmetics marketing on social media

Abstract

This thesis aims to explore how influencers perceive their role in promoting responsible cosmetics marketing on social media. Additionally, it seeks to clarify what responsibility means within the contexts of influencer marketing, cosmetics marketing, and commercial partnerships. Influencers significantly shape consumer behaviour on social media by being relatable figures with expertise, especially in the beauty and cosmetics sector. While collaborations with brands are central to influencers’ content, legal responsibilities vary across influencer types. Prior studies have largely examined consumer engagement and purchasing behaviours, highlighting the need to investigate influencers' perspectives on responsibility in cosmetics marketing on social media.

This thesis utilizes a comprehensive approach that incorporates both, knowledge base and research implementation. Literature review as knowledge base provides background information on influencer marketing, cosmetics marketing, commercial collaboration, and the associated responsibilities. In contrast, qualitative research as research implementation method illuminates four Finnish social media influencers' perspectives on their role in responsible cosmetics marketing on social media.

The findings demonstrate influencers’ critical role by upholding honesty, transparency, and accurate product information. Influencers are responsible for endorsing products that align with their values and audience expectations, scrutinizing brand partnerships for ethical and sustainable practices, and adhering to marketing regulations. Influencers also promote responsible consumption and strengthen consumer trust by carefully choosing collaborations and maintaining open communication with brands, which enhances their authenticity and credibility.