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 purchasing decisions of young customers within the Shanghai market, which is renowned for its flourishing cosmetics and fashion industries (Mansoor and Qureshi, 2016). Through an in-depth exploration of the behaviors, motives, and dynamic trends exhibited by this particular demographic, the researcher aims to uncover significant insights that can benefit marketers and consumers.
The study will encompass a thorough examination of consumer behavior, the phenomenon of brand loyalty, and the evolving dynamics of makeup product preferences. Moreover, this study will investigate using diverse marketing methods by celebrity influencers, ranging from endorsements to product evaluations, to captivate and convince consumers effectively. This research not only enhances our comprehension of consumer psychology and marketing methodologies but also offers prospects for businesses to enhance their marketing strategies and for consumers to make more knowledgeable decisions in the continuously developing realm of cosmetics. The objective of this inquiry is to offer a comprehensive and empirically supported comprehension of the mutually beneficial association between celebrity influencers and the decision-making process of customers aged 18-23 in the Shanghai market concerning beauty items. A solid understanding of this information is crucial for effectively navigating the dynamic and ever-changing realm of influencer marketing within the beauty sector.
Research Objectives (RO)
The precise objectives chosen will provide information to achieve the overall aim.
RO 1. To assess the degree of influence, celebrity influencers exert on the makeup product purchase decisions of consumers aged 18-23 in the Shanghai market. This objective measures how celebrity influencers affect Shanghai's youthful makeup buyers' product choices. It measures how influencers affect buying decisions.
RO 2. To identify the most impactful strategies and content types employed by celebrity influencers in promoting makeup products to the target demographic. Celebrity influencers in Shanghai use unique strategies and content styles to engage and persuade 18-23-year-olds. Identifying these tactics helps us understand beauty product influencer marketing best practices.
RO 3. To analyze the evolving makeup product preferences of young consumers over two years and their correlation with influencer-driven trends. This study examines young customers' makeup product preferences over two years. It examines how celebrity influences affect these preferences.
RO 4. To provide actionable recommendations for businesses and marketers looking to enhance their influencer marketing strategies and better engage with the 18-23 age group in the Shanghai market. This target provides actionable, data-backed advice to organizations and marketers looking to enhance their 18-23 influencer marketing in Shanghai, translating research into real-world advice.
The overall research objectives are as follows.
RO 1. To assess the degree of influence that celebrity influencers exert on the makeup product purchase decisions of consumers aged 18-23 in the Shanghai market.
RO 2. To identify the most impactful strategies and content types employed by celebrity influencers in promoting makeup products to the target demographic.
RO 3. To analyze the evolving makeup product preferences of young consumers over two years and their correlation with influencer-driven trends.
RO 4. To provide actionable recommendations for businesses and marketers looking to enhance their influencer marketing strategies and better engage with the 18-23 age group in the Shanghai market.
Research Questions
1 To what degree do celebrity influencers affect Shanghai's beauty product purchase decisions of consumers aged 18-23?
2 How do celebrity influencers best engage and persuade Shanghai's 18-23-year-olds about beauty products?
3 How have beauty product choices among the 18-23-year-old Shanghai consumers changed over the past two years, and how much have celebrity influencers influenced these changes?
4 What practical recommendations can firms and marketers make to improve influencer marketing tactics for beauty goods targeting the 18-23 age bracket in Shanghai?
Chapter Two: Literature Review
Introduction
This chapter explores the vast literature related to this study's goals. Recent attention has focused on celebrity influencers' impact on consumer behavior, particularly among 18-23-year-olds. The research is based on this literature evaluation, which explains makeup product market dynamics. By integrating the literature into the study objectives, the researcher hopes to build a solid framework for analysis and discussion, improving the understanding of celebrity influences and consumer decisions.
Assessing the Influence of Celebrity Influencers on Makeup Product Purchases
The thorough Moraes et al. (2019) research examined how celebrity influencers affect beauty product purchasing. This study illuminates that celebrity influences many facets and their tremendous impact on consumer choices. Moraes and his colleagues examine how celebrities, especially on social media, influence consumer choices (Moraes et al., 2019). Their insights regarding this influence's dynamics support this study's goal. Moraes et al. (2019) analyze how celebrities influence consumer behavior psychologically and behaviorally. They study how customers react to celebrity endorsements, which helps explain how influencers affect beauty product sales (Moraes et al., 2019). This research confirms the researcher's purpose and provides a wealth of information for this study on celebrities in Shanghai.
Identifying Impactful Influencer Strategies and Content Types
The study by De Veirman et al. (2019) helps to figure out what kinds of material and influencer tactics work best. De Veirman and her team give helpful information about influencer marketing in general and how it can be used, which is what the researcher was looking for (De Veirman et al., 2019). This study offers a thorough examination of influencer marketing methods, stressing how important it is to know the approaches that successfully target and connect audiences. If an individual wants to know what makes influencer material powerful and how it connects with customers, especially kids, De Veirman et al. (2019) go into great detail about it. Even though they looked at a different group of people, their results are still valid for this study because the concepts of influencer marketing work for all age groups.
Analyzing Evolving Makeup Product Preferences and Trends
The report "The Beauty Market in 2023" by McKinsey and Company satisfies this study's objective of analyzing changing cosmetics product preferences and trends. The researcher relies on this study from McKinsey and Company, a market analysis and consultancy firm, for current and relevant information on industry trends and consumer preferences (McKinsey and Company, 2023). This 2023 beauty industry special report gives a deep analysis that meets this research goal. McKinsey's beauty and cosmetics specialists examine consumer demands and the industry's changing landscape. The study highlights beauty consumer demands, including sustainability and ethics, which are relevant to this research. McKinsey's insights are crucial to this cosmetics product market analysis since they address these issues. McKinsey's analysis provides a broad picture of consumer behavior and industry trends to comprehend the ever-changing beauty business (McKinsey and Company, 2023). It enhances this research and helps to understand cosmetic product preferences in a changing customer scenario. This report is essential to this research goal and assures the depth and usefulness of the study.
Providing Actionable Recommendations for Businesses and Marketers
Celestino's study supports our goal of giving practical influencer marketing ideas to organizations and marketers. This source, with practical advice, illuminates modern influencer methods and best practices (Celestino, 2023). Celestino discusses influencer marketing's merits in modern companies. The author describes how businesses may benefit from working with influencers to reach and engage their target audience. The report also identifies successful influencer marketing strategies, providing a blueprint for firms and marketers looking to optimize their impact.
Celestino's insights help people make business and marketing-friendly recommendations. These guidelines stress integrating influencer values with brand identity to build trust and authenticity in influencer partnerships (Celestino, 2023). The research also emphasizes the importance of ethics in influencer marketing since socially conscious customers value ethics more. This critical source will help the researcher deliver practical influencer marketing strategy advice. By applying Celestino's insight to this study, the researcher will equip businesses and marketers to navigate influencer marketing's complicated terrain.
Conclusion
According to a substantial study, celebrity influencers strongly affect customer choices. The study shows how influencers impact Shanghai's 18-23-year-olds' purchases. The study's literature review revealed many influencer strategies and content categories. Importantly, authenticity and emotional engagement drive influencer efficacy. This evolution is tied to influencer-driven trends, revealing the influencer-consumer interaction. The literature advises firms and marketers to match influencer values with brand identity. Influencer marketing emphasizes ethical methods and honest relationships.
Chapter 3: Research Design and Methodology
In this chapter, study design and methodology are key. The primary and secondary research methods will be discussed. These methods are essential to achieving the study goals in the previous chapters. This chapter also discusses the project plan, which includes the research timeframe and milestones.
Secondary Research
Objective 1
This paper will explore "Celebrity Influences on Consumer Decision Making" by Moraes et al. (2019). The paper delves into the multifaceted dimensions of celebrity influence, shedding light on their impact on consumer choices.
Objective 2
This research will examine "Influencer Marketing Targeting Children" by De Veirman et al. (2019). The research article provides insights into influencer marketing and its application, which aligns with the study's objective of identifying impactful influencer strategies and content types.
Objective 3
This report will refer to McKinsey and Company's report on "The Beauty Market in 2023". The report provides current industry trends and consumer preferences, aligning with its objective to analyze evolving makeup product preferences.
Objective 4
The study will consult "Influencer Marketing in 2023: Benefits and Best Practices" by Celestino (2023). This source offers practical insights into influencer marketing strategies and aligns with the study's objective of providing actionable recommendations.
Primary Research
This research technique relies on primary research to directly engage with the Shanghai market target group, 18-23-year-olds. This technique matches Objective 1, which tries to examine celebrity influence on beauty product purchasing extensively.
Surveys
The researcher will carefully develop surveys to obtain quantifiable data on consumer preferences, influencer impact, and purchasing behavior to achieve the study's goal. These surveys will be strategically done online and in person to show how celebrity influencers affect the study's demographic's beauty product selections (Campbell, 2002). The primary research poll will include 500 Shanghai-based 18-23-year-olds. The poll will be carefully constructed to capture consumer preferences, influencer impact, and purchasing behavior. Questions will be designed to reveal how celebrity influencers affect beauty product preferences.
Interviews
Qualitative interviews will explore customers' makeup product selections' complex reasons, emotions, and cognitive processes (Jamshed, 2014). This approach helps to understand influencer influence's in...