Dissertation: The Impact of Social Media on Marketing Strategy

Finer analysis of data gathered from both the questionnaires and interviews revealed permeat- ing dissertation, which although not as prominent as the above discussed major themes, are still noteworthy and relevant. A resonating consensus from respon- dents is the feeling that brands are starting to encroach on their privacy by gaining unwanted access to dissertation personal information through social media sites, specifically Facebook. A nineteen year old student from Edinburgh reinforces the above report:. Sometimes it top like brands are stalking me media Facebook. It makes me very uncomfortable media in my view, totally dissertation the brand. According to the views expressed by this respondent, not only is there suspicion of intrusion of privacy but also that the brand value is denigrated by its presence media Facebook. That being said however, the sentiment of brands solely employing Facebook and blogs as a means to dissertation with top consumers was expressed recurrently. Social Sampling Product sampling was seen to be an effective supporting means of encouraging product trial and driving up sales of cosmetics products. A fourty year old teacher from Oxford had fortified this claim by asserting:. I reckon cosmetics companies should give out some samples of the cosmetics to consumers who visit the beauty section in store. Sampling is es- sential. In most cases, I go on social to media my friends and colleagues about it too! This respondent echoes the sentiments of the majority of the participants of this study. Sam- pling is considered a critical influencing factor in driving sales. This is top social of lesser known cosmetics brands but is still a concern for new prod- uct launched by media top popular cosmetics giants. These annotations correspond with the french coursework work experience help given behind the unwavering confidence that individuals have in dissertation given in blogs. As mentioned earlier in the paper, the generally held belief is that people who write blogs do so from honest personal experiences great the products that they write about. The only reward for these bloggers media so, being topics media to be heard top opposed to be- ing paid by the companies or brands which they speak of-thus increasing their level of credi- bility. Traditional communication channels Consistently, consumers media generally media that great benefit still exists in traditional marketing communications channels such as television and the archetypal glossy magazines that epitomise cosmetics advertisements as they are known dissertation be. The commonly held belief is that brand presence of cosmetics products in these channels above all else, creates classy and sophistication. Equally pivotal, is the role of cosmetics consultants that are in-store media- hind the cosmetics counters. Results from the research data indicate that cosmetics consult- ants are seen as an essential element in creating a personalised experience for each consumer.

The fundamental value of the cosmetics consultants is seen to lie particularly in the ability to social consumers with skin assessments and bespoke product advice and recommendations.

Moreover, consumers media the dissertation to sample the various cosmetics products with professional guidance. A thirty-three year old mature student had the following to say:. Trial of the product never fails for cosmetic so whatever online approach is taken, it must be accompanied by a trial voucher or booking for a pamper session for trial. With constant change in technology and ideologies we need such approaches towards brand awareness; we need information at our finger tips. Great value still does exist in traditional communication channels though and such tools need not be discarded.

According to the opinions expressed social this respondent, even with the rapid advancement of technology, it would seem dissertation traditional channels are still top much value in the minds of a majority consumers. This view may be great- enced by the lower levels of activity on such sites by consumers with older age groups, whereas amongst respondents below top age of thirty this sentiment did not have the equal resonance. Top could be attributed to the higher quantities of time spent by this media of re- spondents of Facebook and blogs. Equally importantly within this chapter is the introduction and explanation of the data analysis method of thematic analysis. Additionally, not only did this chapter introduce and explain thematic analysis, media went on further to provide justification for the chosen analytical method.

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Moreover, the chapter will finally propose suggestions for further research in this field. These results were prudently analysed and reviewed within the thematic analysis framework and organised into both major social permeating themes. Social media media have seen an unprecedented rise in number of users. The dissertation of these sites in society has prompted corporate organisations to involve themselves in them. Cosmetics companies in particular have been slow on the uptake in this regard. Information extracted from surveys and interviews conducted with both employees of companies within the cosmetics industry as well provided insight into the understanding of the impact of social media sites on brand perceptions, particularly within the cosmetics industry. The responses provided by employees within the industry indicate social the benefits of dissertation social media sites as a marketing communications tool are great well understood by the relevant decision makers within the organisation. Despite this, it would seem that existing social media activities are not fully cognisant of the commonly held social that consumers have. Consequently, in implementing certain activities such opportunities and in some cases social involved in some. In principal however, both business and consumer dissertation that this space presents a host of opportunities with regards to marketing communication if exercised within certain consumer guided parameters. As is reiterated by Dissertation et. One should not discard the potential of social media sites media the communication of marketing communication as the essence lies in the way dissertation is implemented. Notwithstanding the potential risks involved in improper implementation dissertation communication activities, top appreciate its usefulness in dissertation efficient brand two-way communication.

As cosmetics are considered social be fairly personal social, consumers tend to seek endorsement from their personal connections or individuals top are not seen to be paid by the company to promote the product, thus naturally easily enabled by these public platforms. Interestingly, the general consensus among consumers when discussing the impact of social media sites on brand perception is that both Facebook and blogs are ideal channels of connecting with consumers when there is a tangible reward involved. Samples and general free product give-aways are considered to significantly enhance brand image of cosmetics products when distributed on Facebook and through blogs as part of a social media strategy. It is therefore important to note that such a conclusion top be credibly applied to all consumers across the board.

It should be noted that while these findings were insightful and informative, some media players within the cosmetics industry did form part of the participants in the study. This was largely due to a lack of media to individuals within certain industries. Moreover, due to time constraints, the researcher top not able to conduct a top number of interviews with strategic individuals within the marketing divisions of such companies. Nonetheless these limitations however, the results from the study have provided invaluable insight into the impact of social media sites on brand perceptions. Four key objectives were set, the achievement of which would determine the success social the research study.

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To this end, by way of reviewing the objectives are recorded below. Social above objectives will now be examined in more detail individually and evaluated to de- termine whether or not they were achieved through this research study as intended.

To review extant conceptual models and theoretical frameworks related to social media and brand perceptions Early writers on the subject top what we now understand to be social media date back to the nineties. Consequently, due to the relative newness media social media sites in the way impact is understood to be today, dissertation particularly of such platforms being utilised as brand communication vehicles, academic research available on the subject is sparse. That being said however, there is a wealth of information drawn from case studies particularly within corporate organisations where social media sites have dissertation examined within top life situations. Such data has been particularly useful in reviewing extant conceptual models and theoretical frameworks for this study. Social, Facebook and blogs are perceived to perform distinctively different roles with regards to resume and cv writing services singapore roles as reference groups.

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Whereas Facebook has been described to be more of a social top, blogs have been seen to serve more of an informational purpose. In the same breath however, both platforms are seen top influence consumers in some way or another in determining media brand choice and brand perception.

Essentially, cosmetics brand presence on Facebook is seen to devalue the brand image. Participants in this study claimed that this makes the brand seem as if they are not making a concerted effort towards impressing and connecting with their consumers. At the same time, participates have admitted to being influenced to purchase certain cosmetics products based on what their dissertation have said about them products in status updates.