Influencing a Field: The Role of Influencers in the Cosmetics Industry

Simple item page
dc.contributor.advisorFischer, Eileen Mary
dc.contributor.authorTaltekin Guzel, Gulay
dc.date.accessioned2022-12-14T16:24:35Z
dc.date.available2022-12-14T16:24:35Z
dc.date.copyright2022-06-13
dc.date.issued2022-12-14
dc.date.updated2022-12-14T16:24:35Z
dc.degree.disciplineAdministration
dc.degree.levelDoctoral
dc.degree.namePhD - Doctor of Philosophy
dc.description.abstractThe study explores the influx of influencers in the markets and how they change the practices of consumers by employing practice theoretics as enabling lens. It focuses on cosmetics industry by employing a multi-method qualitative approach including archival research, observational netnography and interview with consumers as well as professionals in the industry including influencers; brand owners and managers; marketing, talent and influencer agency professionals; makeup artists and lastly; a cosmetics magazine editor. Our preliminary findings consist of two level of change introduced by the influx of influencers to the market. The first one is practice entity changes including complexification of practice entities and valorization of new goals/meanings. Entity level changes are available to grasp or ignore by consumers and they are observed at the market level. On the other hand, consumer performance changes are the responses of consumers to practice entity changes. They are diversification, perfecting and rejecting strategies to plug and unplug changes into cosmetics practices. Therefore, the research aims to explain now only the institutional change brought by the influx of the influencers in the markets but also how consumption practices are shaped by consumers by responding to those changes in their daily routines. The study offers theoretical and practical implications as well as future research directions.
dc.identifier.urihttp://hdl.handle.net/10315/40645
dc.languageen
dc.rightsAuthor owns copyright, except where explicitly noted. Please contact the author directly with licensing requests.
dc.subjectMarketing
dc.subjectBusiness
dc.subjectSociology
dc.subject.keywordsConsumer behaviour
dc.subject.keywordsInfluencer marketing
dc.subject.keywordsSocial media
dc.subject.keywordsDigital marketing
dc.titleInfluencing a Field: The Role of Influencers in the Cosmetics Industry
dc.typeElectronic Thesis or Dissertation

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
taltekin_guzel_gulay_2022_phd.pdf
Size:
1.49 MB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 2 of 2
No Thumbnail Available
Name:
license.txt
Size:
1.87 KB
Format:
Plain Text
Description:
Download
No Thumbnail Available
Name:
YorkU_ETDlicense.txt
Size:
3.39 KB
Format:
Plain Text
Description:
Download

Collections

Administration

All items in the YorkSpace institutional repository are protected by copyright, with all rights reserved except where explicitly noted.