Social Network Sites as a Marketing and Communication Tool between Global Cosmetic Companies and Consumers

An empirical study from the consumer and company perspective

Doctoral Thesis / Dissertation , 2014 , 107 Pages , Grade: NA

Communications - Public Relations, Advertising, Marketing, Social Media

Purpose – The purpose of this dissertation is to explore the habits and the motives of young females using social network sites (SNSs), their possible perceived gratifications with specific reference to five cosmetic companies and how these companies utilize relationship cultivation strategies on Facebook, Twitter and Google+ as a marketing and communication tool. Derived from the findings, recommendations for content of cosmetic companies SNSs were formulated in order to foster the relationship with their consumers.

Methodology Approach / Data Analysis - In order to meet the objectives, this practical study used an inductive mixed methods research approach and a mixed methods research strategy by conducting five focus groups (qualitative) with 40 young females between 20 to 30 years old and content analysis (quantitative) of the UK SNS pages of five chosen cosmetic companies, based on the uses and gratifications theory and the online relationship cultivation strategy. The transcripts of each focus group were analysed carefully in NVivo and Excel in regards to the research objectives by coding the statements into categories. Data analysis for the content analysis of the UK SNS pages of the five chosen companies was performed using IBM SPSS Statistics.

Key Findings - Participants exhibit a passive behavior towards the chosen companies SNS pages which differs from the habits in their private usage. Analysis of gratification seeking revealed five dimensions: Information seeking / being up to date on products, educational information, feedback, action features and multimedia. The findings of this study indicate that not all companies deliver satisfying content to fulfil the gratification of young females and that the companies have not yet been able to enter into a comprehensive dialogue with their publics.

Research Limitations / Implications - Future studies could compare in a longitudinal approach with a greater sample the marketing and communication activities of companies on other SNSs, consumer are using, and examine other country specific pages.

CD and Appendix D to I are not included

Inhaltsverzeichnis (Table of Contents)

• 1. Introduction
• 2. Literature Review
  • 2.1 Social Media
    • 2.1.1 Social Network Sites
  • 2.2 Uses & Gratification Theory
    • 2.2.1 Uses & Gratification for Social Network Sites
    • 2.2.2 Uses & Gratification Criticism
  • 2.3 Relationship Management
    • 2.3.1 Relationship Marketing
    • 2.3.2 Online Relationship Cultivation Strategies of Companies
    • 2.3.3 Online Relationship Cultivation on Social Network Sites
• 3. Methodology
  • 3.1 Research Process 'Onion'
  • 3.2 Secondary Research and Literature Review
  • 3.3 Sample Selection – Selection of Cosmetic Companies
  • 3.4 Primary Research
    • 3.4.1 Qualitative - Focus Group
    • 3.4.2 Quantitative - Content Analysis of Cosmetic Companies' SNS
    • 3.4.3 Data Analysis
• 4. Results of Analysis
  • 4.1 Focus Groups
    • 4.1.1 Research Objective 1
    • 4.1.2 Research Objective 2
    • 4.1.3 Research Objective 3
  • 4.2 Content Analysis
    • 4.2.1 Fans
    • 4.2.2 Online Relationship Cultivation Strategies
    • 4.2.3 Response Time
    • 4.2.4 Post Frequency
• 5. Conclusion and Recommendation
  • 5.1 Findings
  • 5.2 Conclusions
  • 5.3 Marketing Implications
  • 5.4 Limitations
  • 5.5 Future Research

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation explores the usage habits of young females on social network sites (SNSs) and their motivations, particularly regarding their engagement with five specific cosmetic companies. It examines the perceived gratifications they gain from these platforms and how the companies leverage relationship cultivation strategies on Facebook, Twitter, and Google+ as a marketing and communication tool. The study aims to develop recommendations for optimizing the content on cosmetic company SNSs to foster relationships with consumers. Key themes explored in the text include:

• The uses and gratifications theory as applied to SNS usage by young females.
• The relationship cultivation strategies employed by cosmetic companies on SNSs.
• The perceived gratifications sought by young females from SNS engagement with cosmetic companies.
• The potential for dialogue and interaction between cosmetic companies and consumers on SNSs.
• Recommendations for enhancing the marketing and communication effectiveness of cosmetic companies on SNSs.

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction This chapter sets the scene, presenting the research question, aims, and objectives of the study. It highlights the importance of SNSs for both consumers and cosmetic companies.
• Chapter 2: Literature Review This chapter provides an extensive overview of relevant literature related to social media, uses and gratifications theory, and relationship marketing, with a specific focus on online relationship cultivation strategies on SNSs.
• Chapter 3: Methodology This chapter details the research approach, outlining the mixed methods strategy employed. It describes the selection of participants and the five chosen cosmetic companies, as well as the qualitative focus group methodology and the quantitative content analysis approach.
• Chapter 4: Results of Analysis This chapter presents the findings of both the focus groups and the content analysis. It explores the gratifications sought by participants, the online relationship cultivation strategies employed by the companies, and their engagement with consumers on SNSs.
• Chapter 5: Conclusion and Recommendation This chapter draws conclusions from the findings, highlighting the implications for marketing and communication strategies of cosmetic companies. It also discusses limitations and future research directions.

Schlüsselwörter (Keywords)

The primary focus of this work lies on the utilization of social network sites as a marketing and communication tool by global cosmetic companies. The study investigates the gratifications sought by consumers, the online relationship cultivation strategies employed by companies, and the potential for fostering dialogue and interaction between both parties on these platforms. This exploration relies heavily on the uses and gratifications theory as a framework for understanding consumer behavior. Key terms and concepts explored include: social network sites, uses and gratifications theory, relationship marketing, online relationship cultivation strategies, consumer behavior, marketing communication, and cosmetic industry.

• College: University of Westminster (Westminster Business School)
• Course: Marketing Management
• Grade: NA
• Author: Daniela Scheele (Author)
• Publication Year: 2014
• Pages: 107
• Catalog Number: V268900
• ISBN (eBook): 9783656592174
• ISBN (Book): 9783656592181
• Language: English
• Tags: social, network, sites, marketing, communication, tool, global, cosmetic, companies, consumers