University of Twente Student Theses
Beauty Alchemy : Inside Influencer-Brand Collaboration Exploring the Dynamics of Influencer-Brand Collaborations in Kazakhstan’s Beauty Industry
Yeszhanova, Sabina (2024) Beauty Alchemy : Inside Influencer-Brand Collaboration Exploring the Dynamics of Influencer-Brand Collaborations in Kazakhstan’s Beauty Industry.
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| Abstract: | This research explores the dynamics of influencer-brand collaborations within Kazakhstan's beauty industry, aiming to understand the benefits, cost structures, and strategic imperatives of these partnerships. Leveraging a qualitative approach, the study involves semi-structured interviews with Kazakhstani beauty influencers and brand representatives, providing in-depth insights into their collaborative experiences. The theoretical framework integrates relationship marketing theory, social exchange theory, the theory of planned behavior, and brand equity theory, highlighting the importance of authenticity, trust, and strategic alignment in successful influencer marketing. Findings indicate that influencers prioritize alignment with their personal values and audience interests when selecting brands, fostering trust and long-term relationships. Brands, on the other hand, consider factors such as engagement rates, cost-effectiveness, and authenticity to maximize their marketing ROI. The study reveals that successful collaborations are characterized by high-quality, authentic content that resonates with the target audience, enhancing brand visibility and credibility. However, challenges such as misalignment in expectations and inconsistent content quality are prevalent, necessitating clear communication and detailed contracts. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100363 |
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