Should Luxury Cosmetic Brands Turn to Focus on Influencer Marketing or Keep Their Traditional Marketing Strategy?

Yijia He (), Mingyue Pi, Jiayue Che and Junyi Che
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Yijia He: Fuzhou No.3 High School
Mingyue Pi: Nanning No.3, High School
Jiayue Che: High School Affiliated to Northest Normal University
Junyi Che: Weifang Hansheng School

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 1754-1761 from Springer

Abstract: 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.

Keywords: Influencer Marketing; Traditional Marketing; Luxury Cosmetic Products; Marketing Strategy (search for similar items in EconPapers)
Date: 2022
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DOI: 10.2991/978-94-6463-036-7_262

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