Exploring the impact of influencer marketing on young adults’ Korean beauty purchasing decisions in Finland : a comparison of Instagram, TikTok and YouTube

Abstract

Influencer marketing has become one of the most powerful tools in the beauty industry. This is reshaping the relationship between brands and consumers through digital communication. Korean beauty or K-beauty has become a global trend also in Finland. It continues to gain fame among young adults influenced by social media. This thesis explores the impact of influencer marketing on young consumers’ purchasing decision as regards Korean beauty products in Finland, focusing on three major platforms including Instagram, TikTok, and YouTube. The research aims to examine how influencer characteristics such as authenticity, expertise, similarity and transparency, affect consumer trust and purchase intention.

A quantitative research method was applied using an online survey distributed to young adults aged 18-40 living in Finland. The purpose was to identify which influencer attributes, content types, and social media platforms have the strongest influence on consumer engagement and buying behavior. The findings will contribute valuable insights to commissioning company Bearel, a Finnish company specializing in Korean beauty products. The value is derived from providing practical recommendations for improving influencer collaboration strategies and increasing brand visibility in the Finnish market.

In conclusion, the study indicates that authenticity, transparency and expertise play a crucial role in shaping trust among young consumers, while similarity played a more moderate role. Contents on platforms such as tutorials, product reviews and educational skincare content significantly affect pur-chase intention. Platform comparison shows that Instagram is the most influential and trustworthy channel for K-beauty content, followed by TikTok which drives rapid trend engagement but gains less credibility. YouTube platforms while less impactful on quick purchase decisions, is valued for in-depth product information and long-form reviews. The results suggest that effective influencer marketing strategies in Finland should integrate platform strengths and prioritize transparent, educational and experience-based content.