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Influencer Marketing as a Way of Brand Promotion on Premium Cosmetics Market

Student: Ilana Gushchina

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2021

Over the years, marketers have greatly expanded their use of digital marketing channels. One such digital marketing tactic used by marketers is influencer marketing, which is closely related to social media marketing and content marketing. When using influencer marketing, opinion leaders are expected to disseminate information through their personal social media channels - and thus influence the opinions of others who have seen this information. This master's thesis examines influencer marketing as a way to promote brands in the premium cosmetics market. The aim of the research is to develop a systematic approach to brand promotion in social media through influencer marketing. In order to achieve the stated goal within the framework of the thesis the following tasks were carried out: 1. To study scholarly works in the field of influencer marketing; 2. Identified the types of influencers as well as their selection approaches 3. The market of premium segment cosmetics was analysed; 4. Analyzed the practical applications of influencer marketing in the market for premium cosmetic products, in particular in Instagram; 5. Conducted an empirical study of consumers' perceptions of influencer marketing; 6. Recommendations based on the results of the study are formed. This research paper will be useful for experts in the brand marketing industry as well as for agencies involved in recruiting and working with influencers.

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