Should Luxury Cosmetic Brands Turn to Focus on Influencer Marketing or Keep Their Traditional Marketing Strategy?

DOI

10.2991/978-94-6463-036-7_262How to use a DOI?

Keywords

Influencer Marketing; Traditional Marketing; Luxury Cosmetic Products; Marketing Strategy

Abstract

Social media has become increasingly available and popular, enlarging the effect of product endorsements from influencers in recent years. Is it possible for luxury cosmetic brands to adapt the influencer marketing strategy or keep their traditional marketing strategy? In order to answer this question, people are divided into four categories based on their age, gender, location, and income, then analyzing the effect of influencer marketing on each category, comparing the data collected and evaluating the most suitable group for influencer marketing for cosmetic brands’ reference.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yijia He
AU  - Mingyue Pi
AU  - Jiayue Che
AU  - Junyi Che
PY  - 2022
DA  - 2022/12/31
TI  - Should Luxury Cosmetic Brands Turn to Focus on Influencer Marketing or Keep Their Traditional Marketing Strategy?
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 1754
EP  - 1761
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_262
DO  - 10.2991/978-94-6463-036-7_262
ID  - He2022
ER  -