| Abstract [eng] |
This master thesis explores the connection between beauty influencer visual content and Gen Z’s beauty product purchasing intentions. By analyzing the characteristics and effects of influencer visual content, the study aims to shed light on their role as brand partners in the digital age. The thesis is divided into three key sections: a literature review, research methodology and findings, and conclusions with practical recommendations. The literature review highlights the impact of social media beauty influencers, the significance of various platforms, and the psychological and social impact of visual content on consumer behavior. Building on this, the study develops the research methodology centered on a questionnaire designed to evaluate the impact of influencer visual content on Gen Z’s beauty purchasing intentions. Data collected through the survey was analyzed using SPSS software, with reliability confirmed via Cronbach’s Alpha (all scales exceeded 0.7). Statistical tools, including regression analysis, were used to explore the link between beauty influencer content and Gen Z’s purchase intentions of beauty products. The findings revealed that factors like informativeness, entertainment value, and the influencer’s attractiveness significantly influence Gen Z’s attitudes, which strongly drive purchase intentions. However, elements such as visual aesthetics and content authenticity showed no notable impact. These insights were compared with similar research in other contexts to identify trends and differences. The conclusions and recommendations summarize the core findings, offering actionable advice for brands and influencers on optimizing content strategies to better engage Gen Z audiences. The study provides guidance for marketers and influencers seeking to strengthen their partnerships and effectiveness in the ever-evolving digital marketing landscape. |
