The digital transformation of beauty marketing

Abstract

This thesis explores how digitalisation and social media have transformed marketing in the beauty industry, with a focus on electronic word-of-mouth (eWOM), consumer trust and purchase intentions. The study was conducted as a bibliometric literature review based on 50 peer-reviewed articles, followed by a qualitative thematic analysis. The results show that social media platforms have become central spaces for beauty product communication, where influencers and user-generated content shape brand perception and decision-making. eWOM is found to strongly influence trust and attitudes, which act as key drivers of purchase intention. Influencer credibility, authenticity and parasocial relationships further enhance consumer engagement and emotional connection. The thesis highlights digital persuasion as an interplay of technology, social influence and psychological processes, and suggests that brands benefit from fostering authentic communication and encouraging consumer participation.