Modern Technologies of Integrated Marketing Communications as a Tool for Customers' Loyalty Increase: the Case of Premium Make-up Products Market

This is a research-based master dissertation. The aim of the research was to find out how modern technologies of integrated marketing communication (IMC) effect on the loyalty of premium make-up products’ consumers. Different Russian and international publications about integrated marketing communication, social media marketing, digital marketing, media communication and customers’ loyalty were analyzed. Moreover, a customer research was done to find out how the actions of the cosmetic companies on the Internet affect customer loyalty and purchasing decision. In addition, an interview with an online marketing expert was conducted to understand, which instruments of IMC are used in cosmetic companies at the Russian market. Next, several brands of premium make-up products were analyzed to find out the instruments of online marketing, which are used. As a result, the level of affection of modern technologies of IMC on the customers’ loyalty was revealed and the recommendations on increasing the effectiveness of the usage of modern IMC technologies by Russian brands were proposed.