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Factors Driving Customer Engagement with the Global Beauty Brands via Social Media Marketing

Student: Irina Kuznetsova

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 7

Year of Graduation: 2018

In this day and age, Customer Engagement has not been investigated thoroughly enough, especially within the confines of Social Media Marketing. Researchers’ opinions diverge on the definition of the term – customer engagement – and there is still no unanimous view on how to measure the online consumer engagement, hence it can be stated that this topic is of current interest not only for scientific purposes but for the marketing field as a whole. All businesses that operate on social media platforms are in need of in-depth insights on which instruments they need to use for people to engage more actively on their community pages; the same goes for the beauty industry where online engagement dominates, so the current master's thesis aims to identify which determinants drive the enhancement of consumer engagement on social media platforms with global beauty brands.

Full text (added May 13, 2018)

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