Hynes, JenniferBehar-Villegas, ErickElin Selina Şenkök2024-01-152025-11-282025-11-282023https://hdl.handle.net/20.500.14938/747In today's marketing landscape, influencer marketing has emerged as a powerful tool for companies in the cosmetics industry. This study aims to explore the role of influencers and the mediating effects of social media interactions on consumers of cosmetic products while also considering their influence on psychological well-being. Additionally, a cultural perspective is incorporated to examine different viewpoints. A qualitative methodology was employed, utilizing focus groups as the primary data collection method. Two interviews were conducted, and the focus groups consisted of semi-structured interviews guided by an interview guide. Non-probability sampling, specifically snowball sampling, was employed to select a suitable sample for the empirical data. The collected data underwent thorough analysis and transcription. The findings reveal a significant influence of influencers on participants, indicating a solid attachment to social media platforms and emphasizing their integral role in participants' lives. Furthermore, the results demonstrate that comparing oneself to others on social media can adversely affect individuals' psychological well-being. Additionally, the study highlights the influence of cultural factors on consumer behavior and attitudes toward influencers, with participants emphasizing the importance of cultural familiarity and trust in considering influencer endorsements. By viewing the impact on consumers' psychological well-being, influencers can ensure that their campaigns are crafted sensitively, considering the potential adverse effects of social media comparisons and promoting a more positive and empowering experience for consumers. KEYWORDS: Social Media, Influencer Marketing, Cosmetics Industry, Consumer Behavior, Psychological Well-Being, Cultural Discount Theory, and Self-Discrepancy TheoryTable of Contents 1. Introduction........................................................................1 1.1 Background....................................................................1 1.2 Problem Statement............................................................2 2. Literature Review.................................................................4 2.1 Social Media.................................................................4 2.1.1 Cosmetics Industry on Social Media................................4 2.2 Social Media Marketing (smm).............................................5 2.2.1 Electronic Word-of-mouth (ewom) in Social Media.............6 2.2.2 Instagram as an Advertising Platform..............................7 2.3 Influencer Marketing..........................................................8 2.3.1 the Impact of Influencer Marketing on Consumers.............9 2.3.2 Consumer Behavior................................................10 2.3.3 the Influence of Purchase Behavior on Psychological Well-being...10 3. Theoretical Framework........................................................11 3.1 Self-discrepancy Theory.................................................11 3.1.2 the Effect of Influencer Marketing on Self-discrepancy.....12 3.2 Cultural Discount Theory.................................................12 4. Methodology....................................................................13 4.1 Research Methodology...................................................14 4.1.1 Semi-structured Interviews........................................15 4.1.2 Focus Groups.........................................................15 4.1.3 Snowball Sampling................................................16 4.1.4 Formulation of Interview Questions..............................17 4.1.5 Influencer.............................................................18 4.1.6 Setup and Execution of Focus Groups............................19 4.1.7 Data Analysis.........................................................19 4.2 Ethics..........................................................................20 5. Empirical Findings..............................................................20 5.1 Findings from the Interview Guide......................................21 5.2 Follow-up Questions......................................................21 5.3 Buying Behavior.............................................................22 5.4 Customer Behavior........................................................23 5.5 Influencer and the Product...............................................23 6. Analysis...........................................................................24 6.1 Attitudes Towards Influencers and Social Media......................24 6.2 Expectations and Difficulties.............................................26 6.3 Self-discrepancy Theory Applied........................................28 6.4 Cultural Discount Theory Applied......................................28 7. Discussion.......................................................................30 7.1 Theoretical Implications..................................................31 7.2 Practical Implications....................................................31 7.3 Limitations.................................................................31 8. Conclusion......................................................................32 9. References......................................................................35 10. Appendices....................................................................41engIn Copyright - Educational Use Permittedhttps://rightsstatements.org/vocab/InC-EDU/1.0/Thesis