Bachelorarbeit, 2023
163 Seiten, Note: 1,3
Medien / Kommunikation - Multimedia, Internet, neue Technologien
This thesis investigates the impact of influencer marketing on the user experience of young women in the area of cosmetic products. Utilizing qualitative research methods, the study aims to explore how influencer marketing influences the customer journey and experience of this target group.
The thesis begins by outlining the problem statement and objectives of the research, followed by an introduction to the theoretical foundations of social media and influencer marketing. Chapters 2.1 and 2.1.1 delve into the specific platforms of Instagram and TikTok, exploring their features and influence on user behavior. Chapter 2.2 provides a comprehensive definition and analysis of influencer marketing, examining influencer types, marketing interactions, and classification. The distinction between influencer marketing and traditional marketing is further explored in Chapter 2.3.
Chapter 3 introduces the theoretical foundation of customer experience, tracing its emergence from user experience and defining key concepts like customer journey and touchpoints. This chapter also explores methods for measuring customer experience. Chapter 4 examines the interconnectedness between influencer marketing and customer experience, exploring the ways in which influencer campaigns can influence various stages of the customer journey and contribute to brand engagement. Chapter 5 delves into the methodology employed for the research, detailing the research design, data collection methods, and sample selection process. The results of the qualitative research are presented in Chapter 6, analyzing key categories related to social media, influencers, and customer experience.
The study focuses on the impact of influencer marketing on the user experience of young women in the cosmetic industry. Key areas of interest include social media platforms (Instagram, TikTok), influencer characteristics, customer journey, touchpoints, brand engagement, qualitative research, and empirical analysis.
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