Con esta investigación se pretende averiguar si existe una significancia positiva entre el e-Branding y la fidelización en Instagram dentro del sector de cosméticos para el público mujeres residentes de Lima Metropolitana con un rango de edades de 18 a 35 años. Para averiguar ello, los principales objetivos son saber cuál es el nivel de fidelización del público objetivo según sus edades generacionales, conocer si existe una significancia positiva entre el sentido de pertenencia entre usuario-marca y la fidelización hacia la marca, identificar si la interacción con la marca tiene una significancia positiva por las usuarias en la plataforma de Instagram y por último determinar si el e-branding tiene una significancia positiva para lograr la fidelización de las usuarias en la plataforma de Instagram. Cabe destacar que la presente investigación es descriptivo correlacional, no experimental, con un diseño transversal y un enfoque mixto. En orden para corroborar la presente investigación, se realizaron estudios de forma cualitativa y cuantitativa. El estudio cualitativo consistió de entrevistas a expertos y dos focus group al público objetivo cuyos resultados están plasmados en el capítulo III. A su vez, el estudio cualitativo se centró en encuestas virtuales a 258 personas y sus resultados se encuentran en el capítulo IV. Finalmente, se puede concluir que sí se aprobó la hipótesis planteada mediante una prueba de Chi Cuadrado en IBM SPSS y se propusieron estrategias y tácticas de acuerdo a los objetivos planteados que se muestran en el capítulo V y recomendaciones a futuras investigaciones. / This research aims to find out if there is a positive significance between e-Branding and loyalty on Instagram within the cosmetics sector for the target, female residents of Metropolitan Lima with an age range of 18 to 35 years. The main objectives are to know what is the level of loyalty of the target audience according to their generational ages, to know if there is a positive significance between the sense of belonging between the user and brand loyalty, to identify whether the interaction with the brand has a positive significance for users on the Instagram platform and finally determine if e-branding has a positive significance for achieving user loyalty on the Instagram platform. It should be noted that this research is descriptive, correlational, non-experimental, with a cross-sectional design and a mixed approach. In order to corroborate the present investigation, studies were carried out in a qualitative and quantitative method. The qualitative study consisted of interviews with experts and two focus groups to the target audience, the results of which are reflected in Chapter III. In turn, the qualitative study focused on virtual surveys of 258 people and its results are found in Chapter IV. Finally, it can be concluded that the hypothesis proposed was approved by means of a Chi Square test in IBM SPSS and strategies and tactics were proposed according to the stated objectives shown in Chapter V and recommendations for future research. / Trabajo de investigación

This essay is based on a qualitative interview study with focus groups as a method and examines how sponsored videos from american influencers are received by their audience. Influencers are a new fenomena within the marketing business and therefore it is interesting to examine how this new marketing tactic is received by the viewers. We used two american beauty influencers with over one million subscribers on youtube as a conversation starter for the groups. We found that, after showing the videos to the participants, that the key to success for both influencer and viewer was that a relationship had to be established between viewer and influencer because if not the influencer did not come across as trustworthy since the viewer lacked the personal connection to him or her, but also they didn’t know their personalities. The women with this attitude did not, on a regular basis, follow any type of influencer in their daily life. However the women who did follow influencers regularly showed understanding in the concept and were also more likely to say that the influencers were in fact trustworthy. However, all of the women agreed that this is commercial and should always be regarded as that. They meant that as a viewer and consumer they should always be critical towards sponsored videos since there is large sums of money involved, and that means that the influencer could not be one hundred percent honest

Drawing upon my eleven-month ethnographic fieldwork in two business organisations in Bangkok, Thailand, this thesis explores Thai women office workers consumption of makeup and clothes at work. What emerges from this thesis is that a claim to beauty as a reason for which women are engaged in the consumption of makeup and clothes is not always valid. Grounded in theoretical discussions and empirical findings, I argue that the women s consumption of makeup and clothes is not always in the pursuit of beauty, but rather the pursuit of looking good. While beauty is perceived as an innate quality of the body, looking good entails the materialisation of the outer body through consumption practices in an attempt to achieve an ideal look. I introduce a concept of looking good practices. Looking good practices demonstrate the ways in which women office workers exert agency in mobilising their outer bodies to achieve an appropriate appearance at work. I argue that looking good practices entail a process of social learning. The women office workers learn to look good through the process by which they look at other women, participate in the practices shared amongst themselves, negotiate the meanings of appropriateness and reify such meanings through their consumption of makeup and clothes. By sharing meanings and practices, the women office workers inevitably participate in looking good practices, which, I argue, are social practices. My research also demonstrates how, through their engagement in the consumption of makeup and clothes, the women office workers aestheticise their bodies to be situated in the aesthetic workplace.

In this paper, I will cover the step by step process of making my thesis film, Dantalion. These steps include writing, directing, production design, makeup, cinematography, editing, and sound. I will primarily focus on the pre-production work done for each one of these departments and how it affected the outcome of the finished film. I will then evaluate the outcome to determine the success of the project.

Background: Makeup has become the fastest‐growing beauty category in the last years, partly due to the effects of the digitalisation, and the growing importance conferred upon the digital image. Consumers are becoming increasingly aware of the business practices behind the goods they buy, and the impact of their purchases on the environment, and the human and animal welfare. However, not always ethical intentions are translated into purchases. This gap between the intention and the actual behaviour, also known as “I-B gap”, has been researched within the sectors of food or clothing; however, it remains unexplored in the case of makeup. Purpose: This thesis aims to explore the main reasons leading to the I-B gap in reference to ethical makeup. Method: An exploratory qualitative study based on 14 semi-structured interviews was conducted among European millennial females. Conclusions: The yawning gap existing between intention and behaviour towards ethical makeup is shown in this paper, as well as the factors that explain it. Despite the positive overall attitude and intention of the sample towards such products, the general lack of awareness associated with the ethical makeup is evidenced. Furthermore, the store environment, ranging from the products display and visibility, to the customer service, and the samples’ trial availability, exert a major influence on purchase. In addition, the brand or product attachment may play a crucial role in the final purchase decision. More specifically, this research reveals that consumers appeared to remain loyal towards makeup products that they are already satisfied and familiar with. These aspects seem to represent a challenge to overcome by ethical makeup companies, since above the ethical credentials, customers value other aspects such as the effectiveness, the suitability of the product with the skin type, the quality-price balance, the availability or the variety.

Este trabalho tem como objetivo desenvolver um espelho virtual interativo para simulação de maquiagem com a intenção de melhorar a experiência do usuário durante a experimentação de produtos de maquiagem, tornando essa tarefa mais rápida (aplicação e remoção da maquiagem simulada ocorre de forma instantânea) e barata (sem gasto de produtos). A interação com o simulador foi baseada na metáfora de um espelho. A interface do sistema permite a escolha da maquiagem e sua livre aplicação sobre a imagem da própria pessoa. O sistema renderiza em tempo real o vídeo resultante da simulação exibido no espelho sem a necessidade de marcas fiduciais na face ou a criação de um modelo 3D da face antes do uso do sistema. A interface proposta é composta por um monitor sensível a toque e uma câmera RGBD. A câmera RGBD facilita o rastreamento de características faciais do usuário e fornece a imagem a ser utilizada no espelho virtual. A interação ocorre por meio do toque no monitor, permitindo que o usuário escolha a maquiagem e também faça sua aplicação. A simulação da maquiagem considera produtos comuns que modificam propriedades da superfície da pele como cor e textura, sob condições controladas de iluminação. O método permite a livre aplicação de tipos diferentes de maquiagem (base, batom e sombra) em qualquer área do rosto de forma independente (flexibilidade), não necessita de equipamentos especiais e pode ser computado em tempo real. Para isso, a imagem é decomposta em camadas de cor e textura que podem ser tratadas independentemente, por meio de filtros e transformações no espaço de cor. Um protótipo em tempo real foi desenvolvido utilizando um Microsoft Kinect, que demonstra a viabilidade do método. / The objective of this thesis is to develop an interactive virtual mirror for makeup simulation to improve user experience when trying dierent makeup products. The interaction with the simulator was based on the metaphor of a mirror. The system interface allows the user to choose and to apply makeup over its own image. The system renders the video displayed in the mirror in real time without the need of fiducial markers on the user\'s face or the creation of a 3D face model before the use of the system. The proposed interface consists of a touch-sensitive monitor and a RGBD camera. The latter makes the tracking of facial features easier and also provides the image used in the virtual mirror and the former allows the interaction with the system that is touch based. Under controlled lighting conditions, the makeup simulation considers common products that modify skin texture and color. Our method allows the application of different makeup products (foundation, lipstick, eyeshadow) independently and in any face location (flexibility), do not require special equipment and can be computed in real time. The simulation algorithm decomposes the image into layers of color and texture that can be treated independently by filters and color space transformations. A prototype that runs in real time has been developed using a Microsoft Kinect, which demonstrates the feasibility of the method.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2016-09-28T17:30:04Z No. of bitstreams: 1 Micheline Penafort Pinheiro.pdf: 2705564 bytes, checksum: 80102754f6c224d653de6bc8605ca2c0 (MD5) / Made available in DSpace on 2016-09-28T17:30:04Z (GMT). No. of bitstreams: 1 Micheline Penafort Pinheiro.pdf: 2705564 bytes, checksum: 80102754f6c224d653de6bc8605ca2c0 (MD5) Previous issue date: 2016-06-27 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Our subject of study in this Master's thesis is the process of characterization of characters in the audiovisual work. Therefore, we selected two characters: Dorothy Benson Brazilian novel Geração Brasil (2014), and the movie fan Açaí com Jabá (2002) a short film of paraense production done in film. In terms of methodology, the survey combined the practical experience of the author as a make-up artist to the theoretical foundations about creating processes (Leão and Salles), communication through cyberspace networks (Leão), the technical function in audiovisual production (Rodrigues), cultural semiotics (Ferreira) and history of makeup (Leite). In addition to these characters, the corpus of the research brought together the various types of makeup techniques and speeches on social networks like Youtube, Facebook, Instagram, Snapchat, some blogs, among them some professionals who called our attention in his poetic. Within this interrelationship considered the makeup as part of a multilinear set a device (Deleuze), using the account of the experience in function and concept mapping (Leão) to propose, as expected result, a type of makeup, their practices and information, as well as the cultural context in which the character is inserted in the audiovisual plot / Nosso tema de estudo nesta dissertação de mestrado é o processo de caracterização de personagens na obra audiovisual. Para tanto foram selecionados dois personagens: Dorothy Benson da novela brasileira Geração Brasil (2014), e o torcedor do filme Açaí com Jabá (2002) um curta-metragem de produção paraense feito em película. Em termos metodológicos, a pesquisa aliou a experiência prática da autora como maquiadora aos fundamentos teóricos acerca de processos de criação (Leão e Salles), comunicação pelas redes do ciberespaço (Leão), a função técnica na produção audiovisual (Rodrigues), semiótica da cultura (Ferreira) e história da maquiagem (Leite). Além dos personagens citados, o corpus da pesquisa reuniu os diversos tipos de técnicas de maquiagens e seus discursos nas redes sociais como Youtube, Facebook, Instagram, Snapchat, alguns blogs, entre eles, alguns profissionais que nos chamaram atenção em suas poéticas. Dentro desta inter-relação considerou-se a maquiagem como elemento de um conjunto multilinear de um dispositivo (Deleuze), usando o relato da experiência na função e o conceito de mapeamento (Leão) para propor, como resultado esperado, uma tipologia da maquiagem, suas práticas e indicações, assim como o contexto cultural no qual o personagem está inserido na trama audiovisual

En la actualidad hablar del autoservicio y la forma automatizada de realizar las compras en algunos puntos a través de máquinas dispensadoras es algo que está revolucionando al mundo. El giro principal es realizar una venta sin necesidad de contratar personal que se encargue de realizar la gestión de cobranza ni entregar el producto a consumir en un autoservicio. De forma periódica, un personal se encarga de la reposición de los productos y de recoger el dinero en forma de monedas o, menos habitualmente, billetes. Por los motivos expuestos, nuestro trabajo propone un modelo de negocio que está basado en brindar soluciones prácticas a mujeres social y laboralmente activas, innovando en presentarles un servicio como MAQ LADYS, con el cual ellas puedan utilizar las máquinas dispensadoras con productos de principal necesidad en su día a día, que las saquen de algún apuro, o que les sirva para probar algún producto de reciente lanzamiento, como son los productos de maquillaje. Una de las principales ventajas de las MAQ LADYS es el fácil uso y la disponibilidad de horarios más amplios en comparación a la venta tradicional, además de tener una amplia cobertura en todo lima metropolitana y también el aporte de la tecnología para poder brindar información de los productos y socios estratégicos a través de un código QR que facilitará, el uso de la misma. / Nowadays, talking about self-service and the automated way of shopping at some points through dispensing machines is something that is revolutionizing the world. The main purpose is to make a sale without hiring personnel who are responsible for carrying out collection management or deliver the product to be consumed in a self-service. Periodically, a staff is responsible for replacing the products and collecting the money in the form of coins or, less commonly, bills. For above reasons, our work proposes a business model that is based on providing practical solutions to socially and occupationally active women, innovating in presenting them with a service like MAQ LADYS, which they can use the dispensing machines with products of main need in their day to day, to take them out of a hurry, or to use them to try a product recently launched, such as makeup products. One of the main advantages of the MAQ LADYS is the easy use and availability of longer hours compared to traditional sales, as well as having a wide coverage in all metropolitan Lima and also the contribution of technology to provide information of the products and strategic partners through a QR code that will facilitate the use of it. / Trabajo de investigación

There are those who currently use social networks as a marketing tool that creates the standards that exist. There is no given standard, there are no absolute facts that exist through all time. A constant change is happening and therefore forcing everyone involved to adapt and make the changes needed to be current. What is relevant to consider in this study are the different roles a freelancer creates on the various channels of social media. Based on the results of the interviews that have been conducted the informants create different identities at different forums they reside on. Another important point to address is the brand awereness informants consciously

Many large space buildings have been built in Taiwan during the past decade and people are very concerned about the fire safety inside the large space. Therefore, a performance-based smoke management system with makeup air system has been exercised. For steady flow, the mass flow of air or smoke exhaust from the top of an atrium equals the mass flow of air entering below the smoke layer. This airflow entering the atrium is referred to as makeup air, and the makeup air can be either supplied naturally or by fan power. In this research, various full-scale hot smoke tests for makeup air systems will be performed to evaluate the temperature distribution of smoke layer and the smoke descending rate at ABRI large space fire lab in Tainan. The experimental results obtained will be utilized as an important reference to establish the code of smoke management system with makeup air system in Taiwan.