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The Influence of Social Media Marketing on Customer Engagement Enhancement in Global Cosmetics Industry: the Case of L'Oréal Company

Student: Saliia Masagutova

Supervisor: Ekaterina Entina

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2019

Development of new communication technologies and increasing global access to mobile devices and Internet changed the way companies interact with consumers, advertise their products and conduct marketing activities. One of the main marketing trends nowadays is social media marketing (SMM). Both large global corporations and small local start-ups use social media as a marketing tool, which can efficiently increase consumer awareness, loyalty and customer engagement. Enhancement of customer engagement is one of the opportunities and aims of SMM. At the same time, global cosmetic industry is supposed to be one of the most active and advanced users of social media instruments in its marketing strategy. L’Oréal company is the global leader of cosmetic industry, which actively implements SMM practices. That is why L’Oréal was chosen as a case study in this work in order to analyse SMM tactics on global and local levels and determine, which factors affect customer engagement in social media.

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