Influence of Celebrity Influencers on Consumers Aged Between 18-23 in the Shanghai Market

THE INFLUENCE OF CELEBRITY INFLUENCERS ON CONSUMERS AGED BETWEEN 18-23 IN THE SHANGHAI MARKET, ON THE PURCHASE OF MAKEUP PRODUCTS OVER THE LAST 2 YEARS
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Word count: 3654

Table of Contents
Chapter One: Introduction and Background. 4
Research Objectives (RO). 5
Research Questions. 6
Chapter Two: Literature Review.. 7
Introduction. 7
Assessing the Influence of Celebrity Influencers on Makeup Product Purchases. 7
Identifying Impactful Influencer Strategies and Content Types. 7
Analyzing Evolving Makeup Product Preferences and Trends. 8
Providing Actionable Recommendations for Businesses and Marketers. 8
Conclusion. 9
Chapter 3: Research Design and Methodology. 10
Secondary Research. 10
Primary Research. 11
Surveys. 11
Interviews. 11
Sampling. 11
Data Analysis. 12
Ethical Consideration. 12
Conclusion. 12
Chapter 4: Findings and Analysis. 14
RO 1: Assessing the Degree of Influence that Celebrity Influencers Exert on Makeup Product Purchases  14
RO 2: Identifying Impactful Influencer Strategies and Content Types. 15
RO 3: Analyzing Evolving Young Consumers’ Makeup Product Preferences and Influencer-Driven Trends  15
RO 4: Providing Actionable Recommendations for Businesses and Marketers. 16
Results from Primary Research. 16
Conclusion. 17
Chapter 5: Conclusion and Recommendations. 18
Conclusion. 18
Recommendations. 18
Assessing the Degree of Influence that Celebrity Influencers Exert on Makeup Product Purchases  18
Identifying Impactful Influencer Strategies and Content Types. 19
Analyzing Evolving Young Consumers’ Makeup Product Preferences and Influencer-Driven Trends  19
Providing Actionable Recommendations for Businesses and Marketers. 19
Chapter 6: Self-Reflection. 20
Timeframe. 20
Reference List. 21

The Influence of Celebrity Influencers on Consumers Aged between 18-23 in the Shanghai Market, on the Purchase of Makeup Products over the Last 2 Years
Chapter One: Introduction and Background
The main objective of this study is to examine and comprehend the substantial influence exerted by celebrity influencers on the purchasing decisions of young customers aged 18-23 in the dynamic and constantly changing Shanghai market over two years. Recently, celebrity influencers have emerged as influential catalysts of transformation, particularly in cosmetics and beauty (Mansoor and Qureshi, 2016). With the growing prevalence of social media platforms, the younger generation, commonly called digital natives, is progressively relying on these influencers for product suggestions and staying updated on trends. This study seeks to examine the influence of influencers on the tastes and pu...