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Table of Contents

Chapter 1: Introduction
1.1 Background of the Study
1.2 Problem Statement
1.3 Research Questions
1.4 Objectives of the Study
1.5 Significance of the Study
1.6 Limitation of the Study
1.7 Scope of the Study

Chapter 2: Literature Review
2.1 Theoretical Framework
2.2 Role of Social Media Influencers in the Beauty Industry
2.3 Consumer Behavior and Purchasing Decisions
2.4 Impact of Social Media Influencers on Gen Z Consumers
2.5 Previous Studies and Researches

Chapter 3: Research Methodology
3.1 Research Design
3.2 Data Collection Methods
3.3 Sampling Techniques
3.4 Data Analysis Techniques

Chapter 4: Discussion of Findings
4.1 Overview of the Findings
4.2 Analysis of the Data
4.3 Comparison with Existing Literature
4.4 Implications for the Beauty Industry

Chapter 5: Conclusion and Summary
5.1 Summary of Findings
5.2 Conclusions
5.3 Recommendations for Future Research

Project Summary

The final year project thesis titled “Exploring the impact of social media influencers on consumer behavior in the beauty industry: A case study of Gen Z consumers” aims to investigate the influence of social media influencers on the purchasing behavior of Generation Z consumers in the beauty industry.

Chapter 1 provides an introduction to the study, outlining the background, problem statement, research questions, objectives, significance, limitations, and scope of the study. Chapter 2 reviews relevant literature on social media influencers, consumer behavior, and previous studies related to the topic.

Chapter 3 details the research methodology, including research design, data collection methods, sampling techniques, and data analysis. Chapter 4 presents the discussion of findings, analyzing the data collected and comparing it with existing literature to draw implications for the beauty industry.

In Chapter 5, the conclusion and summary of the study are provided, summarizing the findings, drawing conclusions, and offering recommendations for future research in this area. Ultimately, the study aims to contribute to a better understanding of the impact of social media influencers on consumer behavior, specifically within the beauty industry and the Gen Z demographic.

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