Master Thesis Online
Impact of digital advertising campaign on consumer Brand perception in the beauty and cosmetics industry.
Tablit, Amina Feriel 
Promotor(s) :
Mazurova, Elena
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
|
| Date of defense : | 21-Jun-2023/28-Jun-2023 |
| Advisor(s) : | Mazurova, Elena
|
| 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.
File(s)
Document(s)
Impact of digital advertising ampaign on consumers brand perception in the beauty and cosmetis industry.pdf
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Size: 1.49 MB
Format: Adobe PDF
Annexe(s)
Impact of digital advertising ampaign on consumers brand perception in the beauty and cosmetis industry 2.pdf
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Size: 680 kB
Format: Adobe PDF
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