| Title: | The Effectiveness of Influencer Marketing in Driving Awareness and Sales in Cosmetic Industry |
| Author: | Yin Cheng |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 19th International and National Conference in Applied Computer Technology and Information System and The International and National Conference on Business Administration (ACTIS & NCOBA 2023) pp.992-1005 Click |
Abstract
This study investigated the effectiveness of influencer marketing in driving awareness and sales in the cosmetic industry. The study used a single-case design and explored a successful influencer marketing campaign undertaken by a leading cosmetic brand. The objective of the study was to identify the factors that contributed to the success of the campaign and to analyze its impact on sales. The theoretical framework for the study was based on the concept of social influence and its impact on consumer behavior. The study also examined the benefits and drawbacks of influencer marketing and its relationship with social media platforms. The findings of the study demonstrate that influencer marketing is an effective tool for driving awareness and sales in the cosmetic industry. The study identified several key factors that contributed to the success of the influencer marketing campaign, including the selection of appropriate influencers, the use of creative content, and the establishment of an authentic relationship between the influencers and the brand. An analysis of the impact of the influencer marketing campaign on sales showed a significant increase in sales and brand awareness. In conclusion, this study underscores the importance of influencer marketing in the cosmetic industry and its potential to drive awareness and sales. The study provides a model for organizations and businesses operating in the cosmetic industry to implement influencer marketing as part of their marketing strategy. This study contributes to the growing body of literature on influencer marketing and provides valuable insights for researchers and practitioners in the field.
Keywords: influencer marketing, cosmetic industry, awareness, sales
5917192011 Yin Cheng, 2568 (2025), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Effectiveness of Influencer Marketing in Driving Awareness and Sales in Cosmetic Industry, นำเสนอในที่ประชุมวิชาการ (Conference): The 19th International and National Conference in Applied Computer Technology and Information System and The International and National Conference on Business Administration (ACTIS & NCOBA 2023), ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย