Should Luxury Cosmetic Brands Turn to Focus on Influencer Marketing or Keep Their Traditional Marketing Strategy?
Authors
Yijia He1, *, Mingyue Pi2, Jiayue Che3, Junyi Che4
1Fuzhou No.3 High School, Fuzhou, 350025, China
2Nanning No.3, High School, Nanning, 530021, China
3High School Affiliated to Northest Normal University, Changchun, 130117, China
4Weifang Hansheng School, Weifang, 261000, Shandong, China
*Corresponding author.
Email: 2721809852@qq.com
Corresponding Author
Yijia He
Available Online 31 December 2022.
- DOI
- 10.2991/978-94-6463-036-7_262How to use a DOI?
- Keywords
- Influencer Marketing; Traditional Marketing; Luxury Cosmetic Products; Marketing Strategy
- Abstract
Social media has become increasingly available and popular, enlarging the effect of product endorsements from influencers in recent years. Is it possible for luxury cosmetic brands to adapt the influencer marketing strategy or keep their traditional marketing strategy? In order to answer this question, people are divided into four categories based on their age, gender, location, and income, then analyzing the effect of influencer marketing on each category, comparing the data collected and evaluating the most suitable group for influencer marketing for cosmetic brands’ reference.
- Copyright
- © 2022 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Yijia He AU - Mingyue Pi AU - Jiayue Che AU - Junyi Che PY - 2022 DA - 2022/12/31 TI - Should Luxury Cosmetic Brands Turn to Focus on Influencer Marketing or Keep Their Traditional Marketing Strategy? BT - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022) PB - Atlantis Press SP - 1754 EP - 1761 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-036-7_262 DO - 10.2991/978-94-6463-036-7_262 ID - He2022 ER -