How Loreal Company Use Social Medium Affects Consumer Purchase Behavior and Attitude - Dissertation Example

The paper "How Loreal Company Use Social Medium Affects Consumer Purchase Behavior and Attitude" is a delightful example of a dissertation on marketing. YouTube is an audio-visual social media site popular for the free uploading of videos. Due to the large following for YouTube, several firms have used it as one of the major platforms for the promotion of their brands. That is, by posting YouTube videos in the form of commercials, it is possible to reach millions of people across the globe. The marketing mix of branding on the other hand focuses on how a company markets its brand by focusing on the four components of product, place, price, and promotion. In order to find how YouTube influences the marketing mix of L’Oreal, three specific objectives were set. The first objective looked at the attitude and behavior of L’Oreal customers towards YouTube, while the second objective focused on the attitude and behavior of the customers on the marketing mix of the company. The last objective was dedicated to finding out how L’Oreal promotes its marketing mix through the use of YouTube. As part of these objectives, a mixed research method was conducted using a case study research strategy. The mixed research involved the use of both primary and secondary data. The primary data involved the use of a survey questionnaire in collecting quantitative data from 94 customers of the company. The interview aided in collecting qualitative data from 6 customers of the company. The findings of the study showed that in line with the first objective, customers exhibit high frequency with the use of YouTube. This is because there were 53.2% of the sample using YouTube at least once a week, with 13% visiting YouTube every day. Only 10% of the sample said they used YouTube once in more than a month. For the marketing mix of the company, customers indicated that they responded to the components of product and price than place and promotion. It was therefore concluded that YouTube offers an excellent opportunity for L’Oreal to promote its marketing mix, especially products and prices. Results from the third objective however showed that YouTube has been used to rather promote products and promotions better than the other components.