Full metadata
Title
Authentic Beauty: How Influencer Marketing in the Beauty Industry has been Impacted by Consumer Perception
Description
Influencer marketing has exploded into a multi-billion dollar industry, with millions of influencers spanning thousands of different industries. The beauty industry is one of the most popular industries for influencer marketing, with influencers having the ability to collaborate with popular beauty brands like L’Oréal as well as being able to create their own successful beauty companies. With consumers exposed to thousands of brand deals every day, brands are now searching for the keys to creating an authentic brand partnership with influencers. This thesis looks at the factors that go into authentic influencer marketing to help brands understand what they should be looking for when creating a partnership that consumers would deem as authentic, with a specific emphasis on the beauty industry. This thesis includes a multi-method study using a focus group and a survey. Specifically, the focus group focused on finding common themes related to authenticity and the survey uncovered whether follower count influences consumers’ perception of authenticity. The studies revealed that follower count doesn’t impact how consumers’ perceived authenticity, but authenticity and trust do play a role in whether consumers will interact with an influencer’s paid advertisement. To better understand the research presented in this thesis, an analysis of influencers and the psychology of influence are presented, along with a case study of a successful beauty brand partnership and an in depth look at FTC guidelines.
Date Created
2020-05
Contributors
- Pope, Haley Marie (Author)
- Montoya, Detra (Thesis director)
- Giles, Charles (Committee member)
- Department of Marketing (Contributor)
- Department of Information Systems (Contributor)
- Barrett, The Honors College (Contributor)
Topical Subject
Resource Type
Extent
102 pages
Language
eng
Copyright Statement
In Copyright
Primary Member of
Series
Academic Year 2019-2020
Handle
https://hdl.handle.net/2286/R.I.56312
Level of coding
minimal
Cataloging Standards
System Created
- 2020-04-17 12:00:05
System Modified
- 2021-08-11 04:09:57
- 3 years 3 months ago
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