Impact of Social Media Influencers on Customer Behavior in Luxury Beauty Industry

Running head: SOCIAL MEDIA INFLUENCERS AND CUSTOMER BEHAVIOUR
A STUDY TO ANALYZE THE EXTENT TO WHICH THE SOCIAL MEDIA
INFLUENCERS IMPACT THE CUSTOMER BEHAVIOR IN THE PARTICULAR
CONTEXT OF THE LUXURY BEAUTY INDUSTRY
Name of the Student:
Name of the University:
Author’s Note:

SOCIAL MEDIA INFLUENCERS AND CUSTOMER BEHAVIOUR1
Table of Contents
Chapter 1: INTRODUCTION.........................................................................................................4
1.1 Introduction.......................................................................................................................4
1.2 Background of the Study...................................................................................................4
1.3 Research Problem..................................................................................................................5
1.4 Research Aim.........................................................................................................................5
1.5 Research Objectives...............................................................................................................5
1.6 Research Questions................................................................................................................6
1.7 Rationale of the Study...........................................................................................................6
1.8 Significance of the Study.......................................................................................................7
1.9 Structure of the Study............................................................................................................8
1.10 Summary..............................................................................................................................8
Chapter 2: LITERATURE REVIEW..............................................................................................9
2.1 Introduction............................................................................................................................9
2.2 Consumer Behavior...............................................................................................................9
2.3 Social Media Influencers.....................................................................................................10
2.4 Overview of Luxury Beauty Products.................................................................................10
2.5 Factors influencing the purchase of luxury beauty products...............................................12
2.5.1 Brand and its value.......................................................................................................12
2.5.2 Quality of the products.................................................................................................13

SOCIAL MEDIA INFLUENCERS AND CUSTOMER BEHAVIOUR2
2.5.3 Marketing strategies used by the Luxury Beauty Brands.............................................14
2.5.4 Price..............................................................................................................................15
2.6 Social media influencers in the luxury beauty industry.......................................................15
2.7 Impact of the social media influencers on customer behavior in the luxury beauty industry
...................................................................................................................................................16
2.8 Conceptual Framework........................................................................................................17
2.9 Literature Gap......................................................................................................................18
2.10 Summary............................................................................................................................18
Chapter 3: RESEARCH METHODOLOGY.................................................................................20
3.1 Introduction..........................................................................................................................20
3.2 Research Philosophy............................................................................................................20
3.2.1 Justification for the Selected Research Philosophy......................................................21
3.3 Research Design..................................................................................................................21
3.3.1 Justification for the Selected Research Design.............................................................22
3.4 Research Approach..............................................................................................................22
3.4.1 Justification for the Selected Research Approach........................................................22
3.5 Data Collection Method.......................................................................................................23
3.5.1 Justification for the Selected Data Collection Method.................................................23
3.6 Data Analysis Method.........................................................................................................23
3.6.1 Justification for the Selected Data Analysis Method....................................................24

SOCIAL MEDIA INFLUENCERS AND CUSTOMER BEHAVIOUR6
2. To evaluate the manner in which the social media influencers influence the customer
behavior in the luxury beauty industry
3. To evaluate the relationship between the influence wielded by the social media
influencers and the decisions made by the customers in the luxury beauty industry
4. To recommend ways through which the luxury beauty brands can take the help of social
media influencers for effectively influencing the customer behavior in the luxury beauty
industry
1.6 Research Questions
1. What are the factors which influence the customer behavior for the purchase of luxury
beauty products in the luxury beauty industry?
2. How the social media influencers influence the customer behavior in the luxury beauty
industry?
3. What is the relationship between the influence wielded by the social media influencers
and the decisions made by the customers in the luxury beauty industry?
4. What are the ways through which the luxury beauty brands can take the help of social
media influencers for effectively influencing the customer behavior in the luxury beauty
industry?
1.7 Rationale of the Study
The issue that had been selected by the researcher for analysis in this study is the
influence wielded by the social media influencers in influencing the customer behavior within
the luxury beauty industry. This is an important topic from the perspective of the luxury beauty

SOCIAL MEDIA INFLUENCERS AND CUSTOMER BEHAVIOUR7
brands because of the fact that the success or for that the exponential growth that they have been
able to attain worldwide is hugely reliant on the effectiveness with which they are being able to
use the social media influencers. In this relation, it needs to be said that presently there are
various online bloggers as well as influencers who are wielded a substantial influence on the
purchase decisions made by the customers regarding the purchase of luxury beauty products all
over the world (Hamilton, Kaltcheva and Rohm 2016). For instance, it had been seen that the
majority of the customers blindly believe the recommendations or the luxury beauty reviews
written by the bloggers or the social media influencers for the purchase of the luxury beauty
products (Jin and Muqaddam 2019). Thus, it had become important for the luxury beauty brands
to take the help of the different social media influencers so as to sustain the growth attained by
them recently. The researcher in this study intends to analyze the impact of the social media
influencers in the purchase decisions made by the customers or for that matter the behavior
displayed by the customers for the purchase of luxury beauty products which in turn would help
the luxury beauty brands to utilize them effectively so as to sustain their recent growth or
success.
1.8 Significance of the Study
This research will be a significant one from the perspective of the different luxury beauty
brands since it will elucidate the manner in which they can utilize the social media influencers
not only for sustaining the recent growth attained by them but also to enhance this growth as
well. More importantly, the study in a succinct manner will also highlight the manner in which
the luxury beauty brands can influence the customer behavior or for that matter the purchase
decision of the customers related to the purchase of luxury beauty products for the enhancement