From Posts to Purchases The Effect of L'Oréal's Social Media Marketing on Consumer Behaviour
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| Format: | Thesis |
| Kulcsszavak: | brand engagement consumer behaviour digital marketing strategies L'Oréal Social media |
| Online Access: | http://dolgozattar.uni-bge.hu/57774 |
| Abstract: | This research investigates the effectiveness of L'Oréal's social media marketing strategies and their impact on consumer behavior. By employing a survey-based methodology, the study explores the relationship between demographic factors, attitudes toward advertisements, and purchasing decisions. Key areas of focus include the comparison of traditional and influencer advertisements, the credibility of marketing content, and platform preferences. Results indicate that while occupation does not significantly influence internet usage, consumer attitudes toward traditional and influencer advertisements differ, with influencer content being perceived as less credible. Despite skepticism, social media marketing, particularly through Instagram and TikTok, remains influential in shaping consumer purchasing behaviors. These findings emphasize the importance of transparency, personalization, and platform-specific strategies to enhance marketing effectiveness and foster consumer trust. |
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