An exploratory research on Hungarian consumers’ perception and attitude towards skincare influencers

Baksay Katalin Eszter (2023) An exploratory research on Hungarian consumers’ perception and attitude towards skincare influencers. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Influencer marketing is one of the most popular ways of advertising in today’s world. Influencers became a part of our lives, and a lot of people rely on them as a source of information. Skinfluencers have gained a lot of popularity in recent years on platforms such as Instagram and TikTok and they have given skincare brands a new way to reach their audiences, through both paid and earned media. The aim of this thesis is to explore the world of skincare influencers and to see how Hungarian consumers see them and what their opinions are on their content and how they might affect them. To meet the purpose of the thesis, a quantitative primary research method, a questionnaire, has been used, focusing on finding out how Hungarians, particularly those who are actively following skinfluencers, perceive these influencers and what their preferences are when it comes to following these influencers and consuming their content. The overall findings of this research indicate that while consumers say that what is really important to them is the knowledge of the skinfluencer, they still prefer professional influencers and find them more trustworthy, and while their trust is not easy to earn, once they do trust an influencer, they will have a great effect on their attitudes towards brands and products.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	influencer, influencer credibility, influencer marketing, skincare influencers, social media marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Már. 17. 13:53
Utolsó módosítás:	2023. Már. 17. 13:53

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