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Impact of digital advertising campaign on consumer Brand perception in the beauty and cosmetics industry.

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Tablit, Amina Feriel ULiège
Promotor(s) : Mazurova, Elena ULiège
Date of defense : 21-Jun-2023/28-Jun-2023 • Permalink : http://hdl.handle.net/2268.2/16808
Details
Title : Impact of digital advertising campaign on consumer Brand perception in the beauty and cosmetics industry.
Translated title : [fr] Impacte des publicités digitale sur le consommateurs et sa perception des marques dans l'industrie de la beauté
Author : Tablit, Amina Feriel ULiège
Date of defense  : 21-Jun-2023/28-Jun-2023
Advisor(s) : Mazurova, Elena ULiège
Committee's member(s) : Bouacida, Malik 
Language : English
Number of pages : 64
Keywords : [fr] digital marketing, beauty and cosmetic industry, consumers brand perception, consumer behaviour
Discipline(s) : Business & economic sciences > Marketing
Target public : Researchers
Professionals of domain
Student
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[fr] In 2023 digital marketing is taking over the traditional marketing strategy, companies across industries are acknowledging the opportunities that digital technologies are offering and are embracing them to maintain their competitive advantage. One of the most digitized industry is the cosmetics and beauty industry. Through this research, we will investigate the influence and impact of digital advertising on consumers perception of brand in the beauty and cosmetic industry. This will be done through a descriptive and explanatory study combined with a case study of the two brands NYX cosmetics and Maybelline New York.
The results of this study clearly show that digital advertising has a positive effect across a wide range of factors, but it's important to strike the right balance between too much and too little advertising.


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Author

  • Tablit, Amina Feriel ULiège Université de Liège > Master sc. gest., à fin.

Promotor(s)

Committee's member(s)

  • Bouacida, Malik
  • Total number of views 62
  • Total number of downloads 3










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