The Impact of Digital Communication Channels on Customer Purchase Decision for international Fast-Moving Consumer Goods Companies in Developed and Emerging Markets Exemplified by L’Oréal in Italy and Russia

Student: Bianchi Erika

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2021

Communication is one of those decision-making areas that businesses had to recently rethink and continuously adjust in order to address the consumers ever-changing scene, dictated by the evolving consumers preferences, behaviours and needs, the increasing attention to environmental and social aspects, and of course the digital transformation that is permeating everyone’s daily life. This research aims at analysing the impact of digital communication channels implemented by international companies on the customer decision to purchase. Fast-moving Consumer Goods is the industry taken into consideration for research, that focuses on Italy and Russia, representing developed and emerging markets.

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