Date of Conferral
8-7-2026
Date of Award
August 2026
Degree
Doctor of Business Administration (D.B.A.)
School
Management
Advisor
Jodine Burchell
Abstract
The lack of marketing strategy knowledge can negatively affect beauty influencer entrepreneurs’ ability to fully leverage digital platforms to build sustainable businesses and strengthen their online presence. Beauty entrepreneurs are concerned, as the lack of marketing strategies can hinder the successful operation of social media platforms and may diminish online visibility. Grounded in Porter’s Five Forces framework, the purpose of this study was to explore the marketing strategies that beauty influencer entrepreneurs use to grow and sustain their social media platforms and improve social media analytics. The participants were eight beauty influencer entrepreneurs across various regions of the United States. Data were collected using semistructured interviews and publicly available documents. Through thematic analysis, four themes were identified: (a) authentic content creation and personal branding, (b) audience engagement and relationship building, (c) consistency and content scheduling, and (d) data-driven marketing and analytics. One key recommendation is for beauty influencer entrepreneurs to consistently use social media analytics to guide content creation. Beauty influencer entrepreneurs can use these identified strategies to contribute to positive social change by creating economically sustainable businesses, expanding opportunities for innovation and employment within the beauty industry, and providing authentic, educational content that positively influences and informs diverse online communities.
Recommended Citation
Barnes, Kelsee Briana, "Beauty Influencer Entrepreneur Marketing Strategies to Grow and Sustain Business and Improve Social Media Analytics" (2026). Walden Dissertations and Doctoral Studies. 20588.
https://scholarworks.waldenu.edu/dissertations/20588
