Online Consumer Behavior on the Cosmetics Market by the Case of L'oreal

Student: Makaeva Mariia

Supervisor: Tatiana Prokhorova

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

Now, cosmetic companies face a difficult task in exploring new online consumers, ways of interacting and influencing them to gain the largest market share. On the other hand, at the moment there is a big gap in theoretical research, revealing the features of online consumer behavior and the most effective tools of influence in electronic commerce in the cosmetic market.The aim of this work is to identify such tools of rich media communications that can best influence online consumer behavior in the cosmetic market. During the study, the following tasks are solved: determining ways to improve influence tools using the theory of wealth of media opportunities and checking their effectiveness in electronic commerce. In a series of tests and experiments, the author was able to prove the effectiveness of using rich media communications in the cosmetics market in the Tmall marketplace.

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