The master's thesis elaborates on the width of roles social media can play for beauty businesses. Major social channels predominantly used in beauty care marketing are identified and investigated, specifically in terms of their statistical importance, role within the social media strategy and potential for use in this particular industry. The practical part of the thesis deals with a case study regarding social media strategy in a specific area of the beauty care business -- professional hair care. The social media presence of the Henkel brands in question - Schwarzkopf Professional and Indola -- is analysed in comparison to their competition and recommendations are outlined with specific focus on CZ in their applicability. The given conclusions could be beneficial for many other beauty brands aiming to enhance their social media presence.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:194733 |
| Date | January 2015 |
| Creators | Brichová, Eva |
| Contributors | Lhotáková, Markéta |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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