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Features of building SMM strategies in the cosmetics market

Student: Viktoriya Abanosimova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

Today using social media is one of the most popular and leading trends both in people's daily lives and in the business environment. That is why social media marketing is considered by companies as one of the most popular and promising channels for digital brand promotion. The topic of promotion in social media today is quite widely studied by researchers, and publications on this topic are often found in both research and business literature. However, there are a low number of academic articles on SMM in the context of the cosmetics market. Therefore, the main goal of this research is to determine the features of building effective SMM strategies in the Russian cosmetics market. The empirical part of the study is represented by several methods. Qualitative research involves in-depth expert interviews, qualitative and quantitative research - the analysis of social media. These methods made it possible to obtain the information about the trends in the cosmetics market, the Russian digital market, consumers and the Internet audience, to get a professional look at developing strategies and evaluating the effectiveness and also to learn about the specifics of media content and users' attitude to it.

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