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

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