The role of social media in the customer journey of cosmetic brands in relation to Generation Z

Abstract

This dissertation investigates the influence of social media on the cosmetic industry's customer journey, specifically targeting Generation Z (Gen Z). It aims to answer the research question, “What role does social media currently play in the customer journey of cosmetic brands among Generation Z consumers?” by exploring the impact of social media platforms on the purchasing habits and brand engagement of Gen Z, within the cosmetics sector. A survey was employed as part of the quantitative research methodology utilized in this study to collect information regarding Gen Z's social media usage in regard to cosmetic products. The results of the study provide valuable insights into the impact of social media throughout the customer journey, specifically on brand perception, purchase decisions, and post-purchase behavior. Utilizing social media is crucial for cosmetic brands to successfully engage Gen Z and establish long-lasting consumer relationships, according to the findings. The study enhances academic comprehension and provides practical guidance for cosmetic companies seeking to engage Gen Z consumers through social media tactics.

Date of Award	26 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mónica Amâncio da Silva Borges (Supervisor)