The effect of Vloggers in the beauty industry on product purchase decisions of students at the University of Chichester

Student, A. (2017) The effect of Vloggers in the beauty industry on product purchase decisions of students at the University of Chichester. Undergraduate thesis, University of Chichester.

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The beauty industry is a highly competitive and ever changing market in which beauty
brands are focussed on gaining consumers loyalty through a number of marketing
techniques. Due to the fast changing nature of the beauty industry, organisations marketing
needs to be able to effectively adjust with this. Marketers need to be able to keep up with
the way beauty consumers access information and purchase their products.
Beauty Vlogging is a relatively new concept that is growing year on year, increasingly
becoming a very popular way of gaining information and insight about beauty products on
the market. This management project aimed to investigate the influence of beauty vloggers,
and how they may influence the opinions and attitudes of their viewers and in turn influence
their product purchase decisions. This project was focussed on female students at the
University of Chichester as well as the viewers of Beauty videos on vloggers YouTube
channels. The research was conducted in the form of a questionnaire, interviews and
secondary data.
Many of the respondents investigated were seen to be influenced by beauty vloggers in
some way, particularly students who watched beauty vlogs everyday and were aged
between 18 – 34. Beauty vloggers were seen to be an inspiration and role models to their
audiences, and a source of advice and a place to share experience with viewers through
positive interactions. Overall it is concluded that beauty vloggers influence on their viewers
may be dependent on the age of their viewers or the frequency of how often they watch
vlogs and also the products being discussed. However it is suggested that there is an
influence, and therefore beauty brands may need to closely monitor the activity of beauty
vloggers and use them as a tool to market their products within the changing world of the
beauty industry.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Student Research > Undergraduate
Depositing User: Gail Graffham
Date Deposited: 07 Sep 2018 13:02
Last Modified: 22 Feb 2022 08:33

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