The impact of social media Influencers on nail design

Abstract

This study examined how social media influencers affect consumer behavior and nail design trends. Finding out how influencer content affects customer choices, fosters innovation, and influences purchasing decisions in the nail industry was the aim. By analyzing the relationship between influencers and their followers, the study sought to provide insight into the evolving dynamics of beauty trends in the digital age. The study used a mixed-methods approach, combining qualitative content analysis of influencer postings on social media platforms, including Instagram, TikTok, and Pinterest, with quantitative surveys given to nail art enthusiasts. A sample of 200 individuals was surveyed to determine their interest in influencer content, and 50 top nail design influencers were analysed for recurrent themes, styles, and audience interactions.