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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

The Social Media Influencer Effect on Consumers' Behavior : A qualitative study on macro social media influencers within the cosmetic industry

Raita, Anca-Alexandra, Gavrielatou, Aikaterini January 2021 (has links)
This thesis is aiming at investigating how macro social media influencers are affecting the consumer’s behavior of an individual within the cosmetic industry, with the outlined question: How do macro social media influencers affect consumers' behavior in the cosmetics industry? This thesis considers notions within community, social media influencers and consumers’ behavior field. An abductive qualitative research approach has been selected for this research, where data was gathered through individual semi-structured interviews, semi-structured focus groups, and semi-structured observations. Moreover, collected data from the individual and focus groups was analyzed based on the thematic coding approach, as well as in accordance with the presented analytical framework. The thesis concludes that macro social media influencers affect consumers’ behavior through their content and formed communities, to consume more and repeatedly, desire to reach a certain experience through consumption or behave in a certain manner individually or collectively.

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