Master Thesis Online
Impact of digital advertising campaign on consumer Brand perception in the beauty and cosmetics industry.
Tablit, Amina Feriel 
Promoteur(s) :
Mazurova, Elena
Date de soutenance : 21-jui-2023/28-jui-2023 • URL permanente : http://hdl.handle.net/2268.2/16808
Détails
| Titre : | Impact of digital advertising campaign on consumer Brand perception in the beauty and cosmetics industry. |
| Titre traduit : | [fr] Impacte des publicités digitale sur le consommateurs et sa perception des marques dans l'industrie de la beauté |
| Auteur : | Tablit, Amina Feriel
|
| Date de soutenance : | 21-jui-2023/28-jui-2023 |
| Promoteur(s) : | Mazurova, Elena
|
| Membre(s) du jury : | Bouacida, Malik |
| Langue : | Anglais |
| Nombre de pages : | 64 |
| Mots-clés : | [fr] digital marketing, beauty and cosmetic industry, consumers brand perception, consumer behaviour |
| Discipline(s) : | Sciences économiques & de gestion > Marketing |
| Public cible : | Chercheurs Professionnels du domaine Etudiants Grand public |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Diplôme : | Master en sciences de gestion, à finalité spécialisée en international strategic marketing |
| Faculté : | Mémoires de la HEC-Ecole de gestion de l'Université de Liège |
Résumé
[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.
Fichier(s)
Document(s)
Impact of digital advertising ampaign on consumers brand perception in the beauty and cosmetis industry.pdf
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Taille: 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
Description:
Taille: 680 kB
Format: Adobe PDF
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