Browsing by Author "Laura Nataline Nagaba"

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    The role of social media influencers in marketing beauty and skin-care products in Uganda
    (Uganda Christian University, 2026-05-15) Laura Nataline Nagaba
    This study examines the role of social media influencers in marketing beauty and skin-care products in Uganda. It explores how influencers on platforms such as Instagram, TikTok, Facebook and X affect consumer awareness, brand perception and purchasing decisions, especially among young people. Using both qualitative and quantitative research methods, the study finds that influencers play a major role in promoting beauty and skin-care products due to their credibility, relatability and strong engagement with followers. However, challenges such as misleading information and unrealistic beauty standards were also identified. The study concludes that influencer marketing is an effective tool for beauty brands in Uganda, but there is a need for transparency, ethical practices and honest product promotion to protect consumers.