A generational comparison of the effectiveness of social media advertisement on the likelohood of purchase in the cosmetics industry

Abstract

Social media advertising has become an important marketing channel for cosmetics companies. However, the social media advertising strategies of the main cosmetics manufacturers focus on the Millennials, although older customers generate a higher income. This thesis investigates the impact of different social media advertising channels (Blogs, Facebook, YouTube) on the likelihood of cosmetics product purchase for the three different generations of women (Millennials, Generation X, Baby Boomers). The goal of this thesis is to recommend generation specific social media advertisement strategies for firms operating in the cosmetics industry. The extensive literature review provides first evidence that the social media usage and cosmetics shopping behaviour differs between the three generations. A quantitative study was run in the form of an online questionnaire, which compares the evaluation of the different social media advertisements. After a detailed analysis the results offer important implications for cosmetics companies: each generation has to be targeted differently when considering social media advertisement. YouTube videos should be used as advertisement for Millennials. The oldest generation can be reached the best through advertisement on Facebook. Advertising strategies for Generation X should focus on Blogs and YouTube videos. Finally, we can conclude that developing a successful social media marketing strategy to increase the likelihood of purchase demands the incorporation of generational specific social media and beauty shopping characteristics.

Date of Award	15 Feb 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rita Coelho do Vale (Supervisor)