How Brands in the Beauty Industry Utilise Digital Marketing to Build Brand Loyalty: A Study of Benefit

Student, A. (2016) How Brands in the Beauty Industry Utilise Digital Marketing to Build Brand Loyalty: A Study of Benefit. Undergraduate thesis, University of Chichester.

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Abstract

The research project aimed to investigate consumer behaviour in the beauty
industry with a particular focus on how digital marketing can be utilised to build
brand loyalty. Beauty brand Benefit was the specific focus for the research to explore
how a particular beauty brand is using digital marketing in the industry and the
behaviour of consumers who engage with the brand.
Digital marketing was investigated as this has becoming increasingly popular in
recent years, therefore it is important to understand how consumers have altered
the way they engage with brands due to the increased use of digital communication
channels. It is also important to understand how digital marketing can be utilised to
build consumer relationships and ultimately, brand loyalty as the beauty industry
comprises of a vastly competitive market.
The research project was carried out by conducting primary research in the form of a
focus group and an online questionnaire with female participants. The research was
underpinned by the Decision Making process (Blackwell, Miniard and Engel, 2001) to
structure the research questions and provide an interesting perspective on
consumer behaviour.
The findings from the research suggest that digital marketing is a vital
communication channel to Benefit in order to engage consumers and develop
relationships. Social media proved to be prevalent through the research findings and
the increase in the number of consumers who engage with bloggers and vloggers is
evident.
Finally, the findings suggest the introduction of a loyalty scheme could be highly
successful for Benefit and could be key to developing brand loyalty.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD72 Economic growth, development, planning
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Gail Graffham
Date Deposited: 17 Jan 2017 10:33
Last Modified: 17 Jan 2017 10:33
URI: http://eprints.chi.ac.uk/id/eprint/2443

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