Social media engagement in the beauty sector in Portugal comparing beauty opinion leaders with beauty brands?

• Autor(a) principal: Oliveira, Rita Marlene Castro
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/19364
• topic: Social media engagement; Social media marketing; Portuguese beauty bloggers; Color cosmetics brands; Skin care brands; Ciências Sociais : Economia e Gestão

The purpose of this thesis is to compare the way people (beauty products consumers/lovers) engage with beauty brands and beauty OLs on social media. In order to make this comparison a number of cosmetic brands offering skin care products and/or color cosmetics in the mass segment in Portugal and owning a Portuguese Facebook page were selected in order to measure and study the level of engagement on the mentioned pages. The same methodology was used to measure the level of engagement achieved by Portuguese beauty OLs. For the purpose of this analysis the definition of social media engagement taken into consideration was the one used by Facebook.