|Abstract:||Personal influencing and the concept of opinion leadership were established in the 1940's in the USA. Different definitions of opinion leaders and their fields of work have been developed ever since. To sum up, opinion leaders are individuals who influence the consumers' point of view regarding certain products or services.
The Internet has introduced many novelties in the field of marketing and considerably changed consumers' purchase behaviour; what is more, individuals who influence consumers via social media have also emerged. They can be referred to as influencers, digital influencers, internet influencers etc.
Consumers have obtained a greater control over the marketing process and they choose themselves the media through which they want to gain information. Digital influencers provide a lot of information about different products, and consumers decide whether they want to follow them and consider their opinion when making a purchase or not. This master's thesis describes personal influence, opinion leaders, digital influencers, purchase behaviour, impact of cosmetics industries on influencers and impact of influencers on consumers, their intentions, wishes, interests and attention when making a purchase.
The cosmetic industry is an important global industry that is present all over the world. Since it has existed for a long period of time and is comprised of numerous cosmetic companies, it is very important how its products and services are marketed. An increasing number of companies work with people who extend their influence over digital media, thus communicating with their target groups.
The data for our study were collected through qualitative research, in-depth interviews and a focus group. Two in-depth interviews were conducted, one with the Kozmetika Afrodita company and the other with the Dominur company, with cosmetics as a primary activity of both. In addition, two in-depth interviews were also carried out with Ana Verdnik and Cindy Sabolčec, two cosmetics enthusiasts and bloggers, followed by a focus group of five cosmetics users. We have drawn the following interesting conclusions: companies do have an impact on influencers and influencers do have an impact on consumers. The companies and the influencers agree that they must share the same values.
In Slovenia, the concept of digital influencers in the field of cosmetics is relatively unexamined; the findings of our study may therefore help in the future research of this field. In the future, an increased number of digital influencers is expected, who will more and more often cooperate with companies.|