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The Impact of Social Media Influencers in the Cosmetic Sector based on 20 – 25-year-old Irish women

Carroll, Victoria (2021) The Impact of Social Media Influencers in the Cosmetic Sector based on 20 – 25-year-old Irish women. Masters thesis, Dublin, National College of Ireland.

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Abstract

The internet has resulted in a huge change in how people shop with online shopping emerging as an increasingly popular method of shopping. Alongside this certain platforms such as Instagram have established a commanding position and the role of celebrities and influencers is growing at pace. This small-scale research study sought to investigate the impact of social media influencers in the cosmetic sector on 20 to 25-year-old Irish women. An interpretivism world view was adopted and an interview study with seven participants was carried out. This qualitative approach allowed for the views, thoughts and perspectives of the participants to emerge. The data was analysed using open coding and a number of interesting findings emerged. The findings suggest influencer marketing is of real significance in terms of the buying trends of this age group within the cosmetic sector as they are seen as relatable and credible. The importance of having an emotional connection with an influencer was clear and emphasises the need for brands to engage with influencers that are transparent and passionate about the brand they will be endorsing. An interesting finding was the growing importance of sustainability and ethical standards when promoting a product within the cosmetic field and this appeared to be driven by the consumers. These consumers feel that it is important to make ethically conscious decisions when buying cosmetics and this is therefore an important consideration for brands and influencers. Overall, the study concluded that influencer marketing has become more popular for brand advertisement and can attract females within this age group when the influencer is seen to be genuine and authentic,

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising
H Social Sciences > HF Commerce > Marketing
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in Marketing
Depositing User: Clara Chan
Date Deposited: 17 Feb 2022 13:54
Last Modified: 17 Feb 2022 13:54
URI: http://norma.ncirl.ie/id/eprint/5455

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