This thesis aims to realize how influencer marketing performs and its impact on the Cx. Therefore, the research addresses the following questions: How powerful are influencers these days? What is different about influencer marketing, and why is it a successful strategy? How do people perceive information shared by influencers, and which factors are decisive for potential customers to purchase products advertised by influencers? What impact does an influencer have on the overall Cx?
The internet has been fully integrated into people's daily lives worldwide over the past years. The percentage of the world's population with access to the internet has doubled from 32% in 2011 to 63% in 2021. 90% of people from developed countries access the internet in 2021.
At the same time, the number of social network users is increasing. These networks have the purpose of connecting with friends. In 2022, 5 billion people have access to the internet worldwide, and 4.7 billion people use social media (SM). Ultimately, 93% of those with internet access own at least one SM account, that is more than half the population worldwide. Through time, companies found new marketing strategies which reached active people on SM. These platforms are necessary to reach Generation Z, people born in the late 1990s. They are different and cannot be reached in the same way as they watch Netflix instead of TV or listen to Spotify instead of the radio, for example. Influencer marketing became a $10 billion industry in 2020.
Influencers share their lives on SM networks. Due to their high reach, they receive offers from companies for cooperation. Influencers' followers admire and trust their recommendations due to their personal and authentic representation. While advertising products, influencers show how to use them, where to buy them, and give their opinion. For higher sales, influencers often receive promo codes for a discount or free products for each order.
Table of Contents
1 Introduction
1.1 Problem Statement
1.2 Objective and Approach
1.3 Structure of the Work
2 Theoretical Foundations of Social Media and Influencer Marketing
2.1 Social Media Platforms
2.1.1 Instagram
2.1.2 TikTok
2.2 Influencer Marketing
2.2.1 Definition Influencer
2.2.2 Typical Influencer Features
2.2.3 Influencer Marketing Interactions with Companies
2.2.4 Classification of an Influencer
2.3 Differentiating Influencer Marketing from Traditional Marketing
3 Theoretical Foundation of Customer Experience
3.1 The Emergence of the Customer Experience from the User Experience
3.2 Definition of Customer Experience
3.3 Stages of Purchase within the Customer Journey
3.3.1 Pre-purchase
3.3.2 Purchase
3.3.3 Postpurchase
3.4 Touchpoints
3.4.1 Brand-Owned Touchpoint
3.4.2 Partner-Owned Touchpoint
3.4.3 Customer-Owned Touchpoint
3.4.4 Social, External, Independent Touchpoint
3.5 Measuring Customer Experience
4 Relation of Influencer Marketing and Customer Experience
5 Methodology
5.1 Synthesis and Research Question
5.2 Principles of Qualitative Research
5.3 Research Design and Survey Method
5.3.1 Development and Conception of the Interview
5.3.2 Description of the Sample
5.3.3 Execution of the Interview
6 Results
6.1 Deductive Category Assignment
6.2 Categories
6.2.1 Social Media and Influencers
6.2.2 Customer Experience
7 Discussion
7.1 Interpretation of the Results and Conclusion
7.2 Critical Analysis and Limitation of the Study
7.3 Self-Reflection
7.4 Recommendation
8 Conclusion and Outlook
Research Objectives and Key Themes
This thesis examines the influence of influencer marketing on the Customer Experience (CX) of young women in the beauty and cosmetics sector. The study aims to uncover how interactions with influencers across various social media platforms shape the perception, purchasing behavior, and post-purchase loyalty of Gen Z consumers, specifically focusing on how high-reach content impacts the traditional customer journey and brand relationship.
- The impact of influencer endorsements on brand trust and consumer engagement.
- Differentiations between Instagram and TikTok as marketing channels for cosmetics.
- The evolution of consumer decision-making through parasocial interactions with influencers.
- Identifying the critical touchpoints where influencer content modifies the Customer Experience.
- Analytical contrast between traditional marketing and social-centric influencer strategies.
Excerpt from the Book
1.1 Problem Statement
The internet has been fully integrated into people's daily lives worldwide over the past years. The percentage of the world's population with access to the internet has doubled from 32% in 2011 to 63% in 2021. 90% of people from developed countries access the internet in 2021.
At the same time, the number of social network users is increasing. These networks have the purpose of connecting with friends. In 2022, 5 billion people have access to the internet worldwide, and 4.7 billion people use social media (SM). Ultimately, 93% of those with internet access own at least one SM account. That is more than half the population worldwide. Through time, companies found new marketing strategies which reached active people on SM. These platforms are necessary to reach Generation Z, people born in the late 1990s. They are different and cannot be reached in the same way as they watch Netflix instead of TV or listen to Spotify instead of the radio, for example. Influencer marketing became a $10 billion industry in 2020.
Influencers share their lives on SM networks. Due to their high reach, they receive offers from companies for cooperation. Influencers' followers admire and trust their recommendations to their personal and authentic representation. While advertising products, influencers show how to use them, where to buy them, and give their opinion. For higher sales, influencers often receive promo codes for a discount or free products for each order.
Summary of Chapters
1 Introduction: Provides the problem statement, objectives, and structure of the thesis, highlighting the rise of influencer marketing as a vital industry for reaching Generation Z.
2 Theoretical Foundations of Social Media and Influencer Marketing: Defines core social media platforms like Instagram and TikTok, while establishing the theoretical framework for influencer classifications, features, and marketing interactions.
3 Theoretical Foundation of Customer Experience: Breaks down the evolution of Customer Experience (CX) from User Experience (UX) and details the stages of the customer journey alongside various touchpoint types.
4 Relation of Influencer Marketing and Customer Experience: Synthesizes the literature to connect how influencer engagement specifically alters and influences the customer experience lifecycle.
5 Methodology: Outlines the qualitative research design, detailing the interview process and the application of Mayring’s qualitative content analysis to the collected data.
6 Results: Presents the findings from the qualitative interviews, categorized by themes related to social media platforms and influencer qualities versus their impact on customer experience.
7 Discussion: Interprets the findings against existing literature, addresses study limitations, and offers critical self-reflection alongside practical recommendations for brands.
8 Conclusion and Outlook: Summarizes the key insights of the thesis and provides a forward-looking perspective on the future development of the influencer marketing industry.
Keywords
Influencer Marketing, Customer Experience, CX, Social Media, Instagram, TikTok, Gen Z, Consumer Behavior, Brand Loyalty, Customer Journey, Touchpoints, Qualitative Research, Marketing Communication, Authenticity, Cosmetics Products.
Frequently Asked Questions
What is the core focus of this thesis?
The thesis focuses on how influencer marketing dynamics specifically shape the Customer Experience (CX) for young women in the cosmetics and beauty industry.
Which digital platforms are central to this research?
The work primarily investigates Instagram and TikTok, as they are identified as the most impactful platforms for influencers marketing beauty products to the target demographic.
What is the primary research goal?
The aim is to realize and explain how influencer marketing performs as a strategy and to evaluate its specific impact on the overall customer experience journey.
What scientific method did the author choose?
The author utilized a qualitative research approach based on Mayring's qualitative content analysis, conducting semi-structured one-on-one interviews with six participants.
What are the main components analyzed in the main part?
The analysis covers the theoretical foundations of social media marketing and customer experience, followed by an empirical examination of influencer features, touchpoint interactions, and purchase-stage influences.
How does the work define "Influencer Marketing"?
It is defined as a communication strategy where influencers engage their specific audience on social media platforms to promote a company’s offerings, leveraging their personal stories and perceived authenticity.
How do young women perceive influencer professionalism versus authentic recommendations?
The findings suggest that while high production value is noted, participants prefer authentic, unscripted content—such as Instagram Stories—that provides genuine utility rather than purely polished, commercialized advertisements.
Why is "trust" highlighted as a decisive factor?
Trust acts as a mechanism to lower decision-making risk; followers rely on influencers whom they perceive as independent advisors rather than just paid promoters.
How does the research characterize the "Loyalty Loop"?
Positive experiences triggered by influencer content can initiate a loyalty loop, where consumers repeatedly purchase products upon recommendation, provided the influencer maintains a consistent, trustworthy persona.
What is the conclusion regarding traditional versus influencer marketing?
The research concludes that young women find traditional marketing (e.g., posters, TV) increasingly impersonal and staged, whereas influencer marketing feels like peer communication, making it significantly more effective for this specific demographic.
- Quote paper
- Jule Prescher (Author), 2023, Impact of Influencer Marketing on Young Women's Customer Experience on Cosmetic Products, Munich, GRIN Verlag, https://www.grin.com/document/1362076
