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An Investigation into Whether the Social Media Efforts of Businesses in the Beauty Industry Influence the Purchase Intent of Irish Females

Morris, Paula Louise (2018) An Investigation into Whether the Social Media Efforts of Businesses in the Beauty Industry Influence the Purchase Intent of Irish Females. Masters thesis, Dublin, National College of Ireland.

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Abstract

Background: The power of social media and the impact it has upon consumer decision making processes has been the topic of much debate in recent academic studies. This paper builds upon these learnings to examine how beauty businesses use social media to entice Irish women who follow their brand to buy their products and services.

Investigation: The investigation at hand examines Irish women’s purchase intentions toward beauty businesses that they follow on social media and assesses their likes/dislikes on these platforms, what entices them to purchase, as well as establishing the role of social media in their overall purchase journey. The investigation aims to provide insights into the minds of consumers who buy beauty brands in order to provide these enterprises with an in-depth and actionable analysis of their Irish female audience.

Methods: This investigation used a cross-sectional survey to gather data, and undertook quantitative statistical analysis using the IBM SPSS software version 24.

Results: The paper discovered that Irish women have a stronger purchase intent toward beauty brands that they follow on social media, thus the social media efforts of businesses in the beauty industry do influence the purchase intent of Irish females. It discovered that this intent does not increase loyalty to a brand however, and also found that Irish women still prefer purchasing such brands in an offline environment rather than online.

Conclusion: Irish women intend to purchase brands that they follow and see content from on social media more than brands they do not follow on social media. If seeking increased sales then, beauty brands should strive to increase efforts that result in Irish women following their updates on social platforms, though they should be aware that this action does not in itself represent loyalty to their brand.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 01 Nov 2018 14:34
Last Modified: 01 Nov 2018 14:34
URI: http://trap.ncirl.ie/id/eprint/3397

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