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Beautifully Green : Beauty Vloggers’ Assessments of Sustainable Cosmetic Products : A Qualitative Content Analysis

Wagener, Helena (2024) Beautifully Green : Beauty Vloggers’ Assessments of Sustainable Cosmetic Products : A Qualitative Content Analysis.

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Abstract:As regular consumers face difficulties in assessing sustainable products, they often turn to product reviews by social media influencers, such as beauty vloggers, to make more informed purchase decisions. Beauty vloggers provide consumers with reviews of cosmetic products and are considered experts in the beauty domain. However, it is unclear how they assess product sustainability, given that their expertise is focused on cosmetic issues rather than sustainability. Therefore, this study examined the following research question: How do beauty vloggers construct their assessment of sustainable cosmetic products? A qualitative content analysis was conducted on a sample of 37 product review videos from 32 content creators. Using a thematic analysis, including an inductive and deductive coding approach, this study aimed to uncover the assessment criteria, strategies, and perspectives of beauty vloggers when reviewing sustainable skincare products. Beauty vloggers hold uncritical and restrictive views on sustainability. They do not behave as experts on the topic. As the sample’s generalizability is limited due to the significant standard deviation of video views, future research should aim to examine different groups of influencers, such as macro-influencers or more knowledgeable vloggers, to determine whether assessment processes differ for different groups of influencers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/98154
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