The effect of influencer marketing on customer behavior. The case of "YouTube" influencers in makeup industry

Abstract

The aim of this diploma paper it is to provide recommendations to the "YouTube" influencers in Georgia and Lithuania and to the brands that target those markets, based on the theoretical analysis, survey and qualitative analysis of the "YouTube" influencers. The paper consists of three main parts: theoretical, empirical and recommendations parts. The first part looks into the literature related to the influencer marketing, it‘s methods of use, the benefits that it can deliver to the brands and the effect of it towards the audience. The second part is devoted to the empirical research: a qualitative analysis of one macro influencer in the makeup industry, one Lithuanian influencer with the biggest number of followers in the country within the industry, and one Georgian influencer with the largest number of subscribers in the country within the industry. In the second chapter, there are also presented the comparisons of their work to each other and the conclusions. The third part focuses on highlighting the problematic aspects of the field of "YouTube" Influencer marketing in Georgia and in Lithuania and providing practical recommendations to the brands and the influencers.