The Beauty in Social Media
Faculty Mentor(s) Name(s)
Ania Rynarzewska
Abstract
Social media is a way for people to connect, share, and engage with other people, celebrities, companies, and brands. The influence of social media in the beauty industry has increased significantly from 2019 to 2024, tripling revenue from $6.5 billion to $24 billion, with the expectation to grow to $249.65 billion in the next decade. TikTok is the most popular platform beauty influencers utilize to market products and engage with beauty consumers. The goal of this research is to analyze how effective TikTok influencers are at encouraging users to buy beauty products, to answer the question of if social media marketing on TikTok works, or if people are conditioned to tune out to sponsored and advertised content. We want to research what factors make the TikTok influencer effective or ineffective amongst the 167 beauty influencers on the platform. This research project will utilize a mixed method procedure using both quantitative and qualitative research methods. We will be seeking out people who use TikTok regularly to determine the effectiveness of influencer marketing on attitudes and behaviors.
Start Date
27-3-2024 9:00 AM
End Date
27-3-2024 9:50 AM
Location
Magnolia Ballroom
The Beauty in Social Media
Magnolia Ballroom
Social media is a way for people to connect, share, and engage with other people, celebrities, companies, and brands. The influence of social media in the beauty industry has increased significantly from 2019 to 2024, tripling revenue from $6.5 billion to $24 billion, with the expectation to grow to $249.65 billion in the next decade. TikTok is the most popular platform beauty influencers utilize to market products and engage with beauty consumers. The goal of this research is to analyze how effective TikTok influencers are at encouraging users to buy beauty products, to answer the question of if social media marketing on TikTok works, or if people are conditioned to tune out to sponsored and advertised content. We want to research what factors make the TikTok influencer effective or ineffective amongst the 167 beauty influencers on the platform. This research project will utilize a mixed method procedure using both quantitative and qualitative research methods. We will be seeking out people who use TikTok regularly to determine the effectiveness of influencer marketing on attitudes and behaviors.