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

In: Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

Author

Listed:
  • 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)

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.

Suggested Citation

  • Yijia He & Mingyue Pi & Jiayue Che & Junyi Che, 2022. "Should Luxury Cosmetic Brands Turn to Focus on Influencer Marketing or Keep Their Traditional Marketing Strategy?," Advances in Economics, Business and Management Research, in: Yushi Jiang & Yuriy Shvets & Hrushikesh Mallick (ed.), Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), pages 1754-1761, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-036-7_262
    DOI: 10.2991/978-94-6463-036-7_262
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