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研究生:維多莉
論文名稱:以全球觀點探討社群媒體行銷運用於化妝品品牌之研究
論文名稱(外文):Social Media Marketing of Cosmetics Brands in a Global Perspective
指導教授:劉上嘉劉上嘉引用關係
指導教授(外文):LIU, SHANG-CHIA
口試委員:翁頌舜江梓安
口試委員(外文):WENG, SUNG-SHUNCHIANG, TZU-AN
口試日期:2018-03-22
學位類別:碩士
校院名稱:輔仁大學
系所名稱:國際創業與經營管理學程碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:英文
論文頁數:58
中文關鍵詞:化妝品化妝品品牌品牌化妝
外文關鍵詞:Cosmeticscosmetic brandsbrandsbeautymake-up
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This dissertation will discuss how beauty brands can use social media to increase customer relationships, brand awareness, buying intent, and customer feedback. This dissertation will also discuss what beauty consumers in the United States, Europe, and Asia want from beauty brands and what type of content they expect to see on brand’s social media platforms. Furthermore, this dissertation will identify how brands Colourpop, Anastasia Beverly Hills, Shiseido, Etude House, KIKO MILANO, and NARS Cosmetics use social media to interact with their consumer base.
CHAPTER I: INDRODUCTION 1
1.1 BACKGROUND OF THIS TOPIC 1
1.2 BACKGROUND RESEARCH 1
1.3 RESEARCH MOTIVATION 3
1.4 RESEARCH OBJECTIVES 3
CHAPTER II: LITERATURE REVIEW 5
2.1 DEFINITION OF COSMETIC BRANDS 5
2.2 INFLUENCES ON CONSUMER PERCEPTION OF COSMETIC BRANDS 6
2.2.1 Consumer perception on natural and organic brands. 7
2.2.2 Consumer perception on cruelty-free brands. 10
2.2.3 Consumer perception on shade inclusive brands. 12
2.3 BUYING BEHAVIOR OF COSMETICS BRANDS IN DIFFERENT COUNTRIES 15
2.4 SOCIAL MEDIA MARKETING OF COSMETIC BRANDS 18
CHAPTER III: RESEARCH DESIGN AND METHODOLOGY 21
3.1 OVERVIEW 21
3.2 CASE STUDIES 21
3.2.1 NARS Cosmetics 22
3.2.2 KIKO MILANO 24
3.2.3 Shiseido 25
3.2.4 Etude House 26
3.2.5 Colourpop 27
3.2.6 Anastasia Beverly Hills 29
3.3 QUALITATIVE APPROACH 31
3.4 INTERVIEW DESIGN 32
3.5 DATA COLLECTION 33
3.6 PROCEDURE OF DATA ANALYSIS 34
3.7 ETHICAL CONSIDERATIONS 35
CHAPTER IV: FINDINGS 37
4.1 INTERVIEW RESULTS AND ANALYSIS 37
4.2 ANALYSIS OF SOCIAL MEDIA MARKETING AMONG BEAUTY BRANDS 40
CHAPTER V: CONCLUSIONS, IMPLICATIONS, AND CONTRIBUTIONS 43
5.1 CONCLUSIONS 43
5.2 IMPLICATIONS 43
5.3 CONTRIBUTIONS 44
REFERENCES 47
APPENDIX A 54
APPENDIX B 57
APPENDIX C 58
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KIKO MILANO. (2018). About KIKO MILANO. Retrieved March 11, 2018, from KIKO MILANO: https://www.kikocosmetics.com/en-us/about-us/the-brand.html.

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Stanovick, K. (2018). Tarte’s Shape Tape Foundation Fails the Diverse Shade Range Test Read more: http://stylecaster.com/beauty/tarte-shape-tape-foundation-backlash/#ixzz59Wnd5n4U. Retrieved March 2, 2018, from Style Caster: http://stylecaster.com/beauty/tarte-shape-tape-foundation-backlash/.

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Statista. (2018). Size of the global color cosmetic make-up market from 2012 to 2024 (in billion U.S. dollars)*. Retrieved March 1, 2018, from Statista: The Statistics Portal: https://www.statista.com/statistics/259217/global-make-up-market-size/.

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