Digital Storytelling in the Mediation of Global Beauty Trends: a Case Study of Instagram's Role in the Diffusion of Korean Skincare Practices in the U.S. Market

The expansion of foreign brands in international markets, a phenomenon attributable in large part to globalisation, has resulted in an increased and recent popularity of Korean skincare products among Western consumers. This phenomenon is further reinforced by technological advancements, which have enabled individuals and communities to access, share, and engage with diverse cultural products through digital platforms. In recent years, with the onset of the pandemic, social media has led to a marked increase in the popularity of cosmetics among younger demographics, and has been a fundamental way to drive awareness towards skincare brands. Thus the advent of social media has further empowered consumers to become active co-creators of content, thereby effecting a significant transformation in the role they play in the creation and dissemination of content and stories on a global scale. The influence of these platforms on consumers’ behaviours, opinions, and purchasing decisions has been demonstrated to be significant. In relation to the aforementioned points, it can be posited that exposure to beauty-related digital narratives has been extensively facilitated, as evidenced by the proliferation of content on social media, which is renewed for the undeniable impact on mental and personal life. This thesis explores the role of digital storytelling in shaping the fascination with Korean skincare among Western audiences, with a particular focus on Instagram as a vehicle for cultural and brand narratives. In view of the paucity of published work on this tendency within the Western market framework, the present study aims to show how beauty narratives circulate online and influence consumer perceptions and behaviours. This research highlights the power of digital storytelling in constructing aspirational identities and reshaping global beauty standards.