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My thesis project aims to provide clean beauty companies with a foundation for the importance of influencer marketing among Gen Z consumers. I created a quantitative survey to uncover Gen Z’s attitudes, beliefs, and opinions toward digital influencer marketing and the beauty sector. This study applies the diffusion of innovation theory to find what messaging Gen Z responds to. Below is the white paper discussing how to implement my thesis. If you would like to read the entire thesis paper, please go to https://cdr.lib.unc.edu/concern/masters_papers/9z903862b.
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