Social networks have become an inevitable part of modern society, changing the way we communicate, create, receive and make purchasing decisions. The new social platforms are not only a place to socialise and share content, but have also become the focus of marketing activities due to their growing popularity. Cosmetic companies are also using the advantages of social networks to their advantage, promoting cosmetic products in a unique and attractive way. They use adverts, videos and other interactive content to reach their target audience in a more personalised way. They do this with the help of important actors - influencers who often appear as ambassadors for brands and product lines. Their power is to shape opinions, gain trust and influence the purchasing decisions of their followers.
To this end, the thesis explored the role of social networks and influencers in changing consumer habits in cosmetics. We used online sources and an anonymous survey questionnaire created in 1KA. The survey was distributed to the general population and received a total response of 71 participants. We wanted to obtain key information on the use of social networks, in particular Instagram and TikTok, their impact on the consumer's purchase decision, the perception of beauty influencers and the visibility of virtual influencers. The results showed that Instagram is the leading social network among consumers, regardless of age category, and that it is also used to obtain better and more credible information on beauty products, both in terms of content and transparency. Advertising and recommendations on both platforms largely influence the purchase decision of the respondents, and they are mainly motivated to buy a cosmetic product by posts they have seen repeatedly, mainly in the form of videos. Their purchasing decision is not rushed, as they find out about the product on the manufacturer's website and do not buy based on trend and price alone. Most respondents follow Slovenian beauty influencers, expressing the importance of professional education. Respondents occasionally buy a beauty product recommended by an influencer, and are mainly attracted by the interesting presentation and promotional codes. The recognition of virtual influencers among respondents is extremely low, as the AI-created personas appear to be very real.
|
