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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Theoretical Foundations of Social Media and Influencer Marketing
- Social Media Platforms
- TikTok
- Influencer Marketing
- Definition Influencer
- Typical Influencer Features
- Influencer Marketing Interactions with Companies
- Classification of an Influencer
- Differentiating Influencer Marketing from Traditional Marketing
- Theoretical Foundation of Customer Experience
- The Emergence of the Customer Experience from the User Experience
- Definition of Customer Experience
- Stages of Purchase within the Customer Journey
- Pre-purchase
- Purchase
- Postpurchase
- Touchpoints
- Brand-Owned Touchpoint
- Partner-Owned Touchpoint
- Customer-Owned Touchpoint
- Social, External, Independent Touchpoint
- Measuring Customer Experience
- Relation of Influencer Marketing and Customer Experience
- Methodology
- Synthesis and Research Question
- Principles of Qualitative Research
- Research Design and Survey Method
- Development and Conception of the Interview
- Description of the Sample
- Execution of the Interview
- Results
- Deductive Category Assignment
- Categories
- Social Media and Influencers
- Customer Experience
- Discussion
- Interpretation of the Results and Conclusion
- Critical Analysis and Limitation of the Study
- Self-Reflection
- Recommendation
- Conclusion and Outlook
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
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 role of social media platforms, particularly Instagram and TikTok, in influencing consumer behavior and preferences.
- The characteristics and influence of influencers in shaping consumer perceptions and purchase decisions.
- The impact of influencer marketing on different stages of the customer journey, including pre-purchase, purchase, and post-purchase.
- The relationship between influencer marketing and customer experience, specifically in relation to touchpoints and brand engagement.
- The challenges and opportunities presented by influencer marketing for both consumers and brands in the cosmetic industry.
Zusammenfassung der Kapitel (Chapter Summaries)
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.
Schlüsselwörter (Keywords)
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.
- 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
