Social media influencers are predominantly the preferred digital marketing strategy used by small and medium enterprises to increase sales online. This study will analyse the preferred characteristics consumers seek in a social media influencer when purchasing cosmetic products online. Two specific generations will be studied to provide information relevant to small and medium enterprises regarding the preferred type of cosmetic products that consumers would purchase online. The theoretical framework used for this study incorporates the Theory of Reasoned Action and the Theory of Planned Behaviour as the purchase intent of consumers will be investigated. The research method used is the convergent parallel mixed methods which will involve approximately 350 participants (quantitative) with a subset of 30 participants (qualitative).
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