A carregar...
Publicação
Influencers’ effect on the perception of sustainability of cosmetics
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 25.1 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Influencer marketing has been a strong weapon to companies, for the past few years. By collaborating
with influencers, they can expand their visibility on the market. The cosmetic industry is one of the
fields that the use of influencers is crucial, since they share their product experiences and provide
product reviews to their audience, respecting their niche. Since the sustainable cosmetics are
becoming more popular and consumers are demanding more natural products, the use of influencers
is needed, where the companies need to match the product and the influencer perfectly to be credible
and authentic. This investigation aims to verify the effect of Influencers on the good perception of
sustainability regarding cosmetics, by considering several topics such as the number of followers,
authenticity, credibility and number of partnerships/ promoted products. To answer this question, a
quantitative approach was created supported by an online survey developed on Qualtrics. Thus, 703
responses were obtained, but only 314 were valid. The software SPSS was used as a way of analyzing
the data and test the hypothesis.Authenticity and credibility regarding influencers were statistically
proved to be crucial factors when consumers are looking for sustainable cosmetic brands.This study
aims to help future investigations regarding influencer marketing and the green cosmetics, since it will
show how consumers feel about influencers promoting green cosmetics and will be essential to
companies, for them to create successful strategies adverting sustainable cosmetics.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Social Media Influencers Cosmetics Sustainability Consumer perception Sustainable Cosmetics SDG 12 - Responsible production and consumption SDG 13 - Climate action