Exploring the Impact of Social Media Influencers on Female Consumer Online Purchase Behavior for Cosmetics in Northern Ireland
1. Types of Social Media Influencers in the Beauty Industry
– Macro Influencers:
Definition and characteristics
Examples of prominent macro influencers in the beauty industry
– Micro Influencers:
Definition and characteristics
Advantages of collaborating with micro influencers for cosmetics brands
– Nano Influencers:
Definition and characteristics
The role of nano influencers in niche communities within Northern Ireland’s beauty market
2. Consumer Engagement with Social Media Influencer Content
– Content Preferences:
Types of content favored by female consumers in Northern Ireland (e.g., product reviews, tutorials, hauls)
– Interaction and Engagement:
Analysis of engagement metrics (likes, comments, shares) on influencer posts promoting cosmetics products
– Factors influencing consumer engagement with influencer content (e.g., relatability, authenticity)
– Virality and Shareability:
Case studies of viral influencer campaigns in Northern Ireland’s beauty community
Strategies for creating shareable and memorable influencer content
3. Impact of Social Media Influencers on Purchase Decisions
– Consumer Trust:
The role of trust in influencer-brand relationships
How trust in influencers influences purchase decisions for cosmetics products
– Purchase Intentions:
Factors influencing female consumers’ intentions to purchase cosmetics products promoted by influencers
The impact of influencer endorsements and recommendations on purchase behavior
– Conversion Rate Optimization:
Strategies for optimizing conversion rates through influencer marketing campaigns
The effectiveness of call-to-action (CTA) strategies in influencer content for driving online sales
Aims
• To investigate the influence of social media influencers on consumer perceptions of cosmetics products within Northern Ireland.
• To analyse the extent to which social media influencer content impacts consumer attitudes and intentions towards purchasing cosmetics products.
• To explore the factors that contribute to the effectiveness of social media influencer marketing strategies in promoting cosmetics products.
Objectives
• Conduct a comprehensive literature review to understand the theoretical frameworks and empirical research related to social media influencer marketing and consumer behaviour in the beauty industry.
• Design and implement surveys or interviews to gather data on consumer perceptions, attitudes, and behaviours towards cosmetics products influenced by social media influencers.
• Analyse the collected data to identify key trends, patterns, and correlations between social media influencer content and consumer purchase decisions.
• Investigate the role of various influencer attributes (e.g., authenticity, expertise, engagement) in influencing consumer trust and purchase intentions for cosmetics products.
• Compare and contrast the effectiveness of different influencer marketing strategies (e.g., product reviews, sponsored content, brand partnerships) in driving consumer engagement and conversion in the beauty industry.
• Provide actionable recommendations and guidelines for cosmetics brands to collaborate with social media influencers effectively, enhance brand awareness, and increase sales of cosmetics products.