Why do beauty bloggers recommend and influence? An exploration of motivational drivers of beauty bloggers to act as influencers and recommenders online

Kalle Roman Lukas Kroll

Student thesis: Master thesis


ABSTRACT: The realm of beauty blogging is growing fast and gaining more and more importance as a source for consumers to inform themselves about beauty and personal care products. At the same time companies and brands implement more and more influencer marketing measures in order to capitalize on the blogger-consumer dynamic in this specific field. The reasons for why predominantly young women spend a considerable amount of time and other resources to act as the intermediary centerpiece in this interplay, remains unclear from extant literature. In order to investigate the largely unexplored motives of the individuals primarily creating relevant online content and thus contributing to this emerging phenomenon, this master thesis study offers a conceptual framework, which was construed based on social exchange theory and need based motivation theory as well as a literature review on related studies. Thereby the categorization and analysis of beauty bloggers motives is enabled. Further, the framework was validated qualitatively, using the semi-structured photo-diary interview method. The inductive nature of the study yielded two primary contributions to knowledge. First, the conceptual framework was found to match the life word of beauty bloggers accurately on a qualitative level and therefore offers a substantiated foundation for further research, including quantitative studies. Second, the qualitative study of bloggers motivations provides insight into the relevant motivations specific to beauty bloggers. From this, it was possible to deduce useful implications for improving cooperation and partnerships and thus influencer marketing efforts.

EducationsMSocSc in Organisational Innovation and Entrepreneurship , (Graduate Programme) Final Thesis
Publication date2015
Number of pages91