Navigating the Luxury Beauty Market: The Role of Influencers in Shaping Consumer Behavior

Abstract

This thesis investigates the impact of influencers on the purchasing behavior of consumers in the luxury beauty industry. The research is motivated by the growing skepticism towards traditional marketing methods and the subsequent rise in the effectiveness and popularity of influencer marketing. The study seeks to fill a gap in the existing literature by focusing on the luxury beauty segment, a relatively unexplored area despite the growing influence of social media on consumer habits. Using qualitative research methodology, semi-structured interviews were conducted to gain indepth insights into consumer perceptions and behaviors. The theoretical framework of the study is based on the concepts of luxury, consumer buying behavior, and influencer marketing. The findings suggest that influencers play a crucial role in shaping consumer attitudes toward luxury cosmetic products. The key factors influencing trust are the perceived expertise and authenticity of influencers, as well as the frequency of their activity on social media. High levels of influencer engagement are associated with increased trust and a stronger emotional connection with their audience. The analysis also reveals that certain types of content are particularly effective in driving purchase intentions. The study further explores the decisionmaking processes of consumers, highlighting the importance of social networks and the emotional component of perception formation. The research contributes to a deeper understanding of the dynamics between influencers and consumer behavior in the luxury beauty market. This research offers theoretical implications for the study of influencer marketing and provides practical recommendations for marketers aiming to leverage influencer endorsements to enhance brand perception and drive sales. Future research directions and the study's limitations are also discussed.