Marketing

Ava Cheung

The Role of Social Media Influencers in Shaping Consumer Behaviour in the Skincare Industry

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Ava will graduate this spring from Toronto Metropolitan University with a degree in Professional Communication and a minor in Fashion. Over the past four years, she has developed a strong interest in marketing, brand development, and event coordination, shaping her perspective through projects that encouraged both creative exploration and strategic thinking.

Through experiences ranging from leading campaigns to directing advertising shoots, Ava has built a well-rounded foundation in creative direction, strategic planning, and client communication alongside her academic work. She is particularly drawn to understanding how people think, connect, and make decisions in digital spaces. This interest informs her capstone project, which explores the psychological drivers of consumer behaviour through an influencer lens, investigating how social media strategies shape the relationship between consumers and brands and the ways people experience digital content.

This research investigates the transformative role of social media influencers in shaping consumer behaviour within the skincare industry. By analyzing 30 TikTok videos featuring three viral products, the study uncovers patterns in how influencer presence, content framing, and platform dynamics shape audience perception and engagement. It explores the social and psychological mechanisms that drive virality, offering insights into how consumers interpret and respond to digital content, while also showing how brands can strategically use these patterns to strengthen their identity and build deeper connections with audiences.

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Vince Cabansag

Building Visibility: Entrepreneurial Narratives on Social Media
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Maanya Kohli

Performing Belonging: How Gen Z Uses Instagram to Communicate Social Connection
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Martina Plati

Who Belongs in the “Creative” Economy? Class, Belonging, and Access in Membership Co-working Spaces
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