Der Einfluss von Influencer-Marketing auf das Kaufverhalten im Social Commerce in der Schönheitsbranche

Abstract

The ubiquitous influence of social media has changed consumer behavior and marketing strategies, especially in the beauty industry. This paper examines the impact of influencer marketing on consumer trust and impulse buying in the context of social commerce. The focus is on how influencers have changed the marketing of companies and their brands by using influencers' credibility and reach to influence consumers' purchasing decisions. The motivation for this work arose from personal observations and the experiences of those around me, which show that traditional advertising methods are increasingly taking a back seat. Instead, purchasing decisions are increasingly based on recommendations from trustworthy influencers. The thesis begins with a theoretical framework for e-commerce, social commerce and the influence of influencers on consumer behavior. It consists of a pure literature review and relies primarily on secondary research, including case studies, blog posts and peer reviewed literature. The methods of analysis focus on the correlation of influencer characteristics with consumer trust and their propensity to impulse buy. Potential risks for companies associated with influencer marketing are also examined and highlighted. The findings confirm that influencers influence consumer behavior by boosting brand trust and stimulating impulse purchases. The ability of influencers to build personal relationships with their followers and act as friends makes them an effective marketing tool between companies, brands and consumers. Especially in the beauty industry, where product visibility and recommendations are crucial. This work highlights the importance of strategic alignment between brand values and influencers to maintain brand credibility and achieve marketing success. To summarize, this work enriches the understanding of the role of influencer marketing in modern business strategies in the beauty industry when used correctly. It provides a sound insight for brands to make their collaboration with influencers more effective and ensure alignment with long-term marketing goals and ethical standards.

Date of Award	2024
Original language	German (Austria)
Supervisor	David Kitzmüller (Supervisor)