Document Type
Thesis
First Faculty Advisor
Allison Kaminaga
Second Faculty Advisor
William Doughty
Keywords
TikTok; cosmetics; Gen Z; influencer
Publisher
Bryant University
Rights Management
CC - BY - NC - ND
Abstract
This study analyzes the impact that influencers on TikTok have on the cosmetic industry through Generation Z. The study aims to find, through research on economic trends and purchasing behaviors of Generation Z, strategies companies can use towards marketing and production in the cosmetic industry to better understand their consumers. Data will be collected through surveys and analysis of economic trends for the popular cosmetic brand, Tarte Cosmetics. The findings and results of the data collected will offer recommendations for companies in the cosmetic industry to adjust their strategies to work along with Gen Z’s engagement on social media, focusing on the traits consumers look for in the influencers they follow and the products that they buy.
