Social Medias Role in Female Consumers Loyalty and Purchase Intention of Makeup in China - Dissertation Example

The paper “Social Media’s Role in Female Consumers’ Loyalty and Purchase Intention of Makeup in China” is a relevant example of a marketing dissertation. The research intends to evaluate the role of social media platforms in enhancing the brand awareness, brand loyalty, and purchase intention of the customers. The study has been conducted on the basis of Chinese consumers from the makeup products segment. The research has been segregated into five major chapters. In the first chapter, the researcher has mentioned the context of the study and its significance in the present day.

In addition, the aims, objectives, and questions of the research have also been mentioned in this chapter. In the second chapter, the researcher has critically reviewed the journals and articles on the concepts such as electronic word-of-mouth, social media, brand awareness, purchase intention, and brand loyalty. The third chapter deals with the methodology of the research. In this research, the researcher has followed positivism philosophy and deductive approach. Primary data has been collected from an online survey method with a questionnaire.

With the help of SPSS software, the researcher has performed quantitative analysis on the collected data. In the fourth chapter, the researcher has discussed the findings of the analysis. It has been found that social media marketing has a significant impact on the brand awareness and purchase intention of the customers. In the last chapter, the researcher has connected the research objectives with the findings. In addition, the researcher has suggested increasing the engagement with the customers with social media platforms for enhancing customer loyalty.

Chapter 1Introduction1.1Background of the researchIn order to sustain in the highly competitive business environment, the companies are required to adopt effective strategies. 4Ps such as product, place, price, and promotion is considered as one of the most effective components by which the firms intend to create a competitive advantage over the rivals (Broockman and Green, 2014). Promotional strategies are one of the most crucial aspects that enable companies to connect with consumers.