Problem: Research shows that it is crucial to acknowledge the information search step to understand consumer decision-making. Moreover, consumers‟ buying behavior is affected by their brand awareness. A problem is however that there exist a gap in previous research on understanding the consumers‟ actual behavior and why they choose certain platforms for their information gathering. Purpose: The purpose of the thesis is to get an understanding of consumers‟ information gathering process about cosmetic products and in turn to what extent that can create brand- awareness and attitudes. The thesis aims at filling the gap of truly understanding consumers inter-action in media and their behavior. The target audience to be stud-ied is young women, age 18-26, in the cosmetic industry. The inten-tion is to take an exploratory research view and to understand how this group of customers behave and also to describe why that is the reason. Methodology: To meet the purpose of the thesis, a qualitative research design was chosen since it allows the participants to express their opinions, re-flections and feelings as well as truly understanding the target in the way it enables deeper discussions. Three focus groups were con-ducted with young female consumers, and one in-depth interview was held with the partner company The Body Shop. The data was color-coded and presented separately in the result section, so that every participant‟s opinion was visible, before combining the results with theoretical reasoning in the analysis section. Conclusion: This study shows that young female consumers spend most of their information search on Instagram and Youtube since it is quick, fun and give inspiration, but they also value recommendations from friends. On all platforms they highly value a feeling of personal rela-tionships. Regarding brand- awareness and attitudes, it was found that brands are for the most part very important for the young fe-male consumers and they learn about brands both in their infor-mation search online and offline when talking to friends or visiting stores.

In the present study, event sponsorship and event marketing are identified as two distinct event-related marketing communications tools. As a research field, sponsorship and event sponsorship has experienced continuous research interest for the last four decades. This in clear contrast to event marketing, which only within the last 10 years has attracted research interest from marketing scholars. However, little research has been carried out in the field of (event-) sponsorship from an organisational perspective. Thus, to the author s knowledge, the present study is the first of its kind investigating both event formats, event sponsorship and event marketing, from an organisational perspective in one study. A literature review that spans the domains of branding, signalling theory and hedonic consumption helped to differentiate between the two event formats, and to provide a theoretical grounding of the two event formats. The present study evaluates the impact of event sponsorship and event marketing on the brand and performance dimensions of brand awareness, brand attitude, brand performance and financial performance. Furthermore, brand orientation and organisational innovativeness moderate the relationship between independent and dependent variables. Moreover, this research study was undertaken from an organisational perspective. There is little evidence within the field of event sponsorship and event marketing as to how organisations evaluate the performance impact of event sponsorship and event marketing. Similarly, the more established sponsorship outcomes of brand awareness and brand attitude have yet to receive research attention within an organisational research setting. This research study follows a cross-sectional research design. A conceptual model is developed on the basis of the literature review, and is tested through confirmatory factor analysis and structural equation modelling. The data for this study was collected via an online survey which resulted in 226 responses. The findings indicate a negative relationship between event sponsorship and brand performance. Furthermore, organisational innovativeness was identified as moderating the event sponsorship brand performance relationship, whereas brand orientation is found to moderate the event marketing financial performance relationship.