The role of social media in influencing female consumers loyalty and purchase intention of makeup in the China

The research intends to evaluate the role of social media platforms on enhancing the brand awareness, brand loyalty and purchase intention of the customers. The study has been conducted on the basis of Chinese consumers from the makeup products segment. The research has been segregated into five major chapters. In the first chapter, the researcher has mentioned about the context of the study and its significance in present day. In addition, aims, objectives and questions of the research have also been mentioned in this chapter. In the second chapter, the researcher has critically reviewed the journals and articles on the concepts such as electronic word-of-mouth, social media, brand awareness, purchase intention and brand loyalty. The third chapter deals with the methodology of the research. In this research, the researcher has followed positivism philosophy and deductive approach. Primary data has been collected from online survey method with questionnaire. With the help of SPSS software, the researcher has performed quantitative analysis on the collected data. In the fourth chapter, the researcher has discussed the findings of analysis. It has been found that social media marketing has significant impact on the brand awareness and purchase intention of the customers. In the last chapter, the researcher has connected the research objectives with the findings. In addition, the researcher has suggested increasing the engagement with the customers with social media platforms for enhancing the customer loyalty.


The role of social media in influencing female consumers loyalty and purchase intention of makeup in the China

Type: Dissertation
Domain: Brand Loyalty
Words: 15000
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