Z세대 여성의 소셜 미디어 이용에 따른 화장품 소비성향Generation Z Women's Cosmetics Consumption Propensity by the Use of Social Media
- Other Titles
- Generation Z Women's Cosmetics Consumption Propensity by the Use of Social Media
- Authors
- 장미숙; 이유경
- Issue Date
- Aug-2019
- Publisher
- 한국메이크업디자인학회
- Citation
- 한국메이크업디자인학회지, v.15, no.1, pp 47 - 64
- Pages
- 18
- Journal Title
- 한국메이크업디자인학회지
- Volume
- 15
- Number
- 1
- Start Page
- 47
- End Page
- 64
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/2864
- ISSN
- 1738-8511
- Abstract
- The purpose of this study is to analyze differences in cosmetics consumption propensity by the use of social media among new generation‘Gen Z’women. This study is meaningful in that it provides basic data needed to analyze Gen Z with a goal of developing effective marketing strategies such as analysis of beauty industry growth potential and sales promotion plans in the beauty industry. There was a survey among a total of 309 Gen Z women from April 10 to 15 in 2019. This study found that Gen Z, which accepts two-way communications and takes it as important to build relationships on social media, frequently explore photos and videos on Instagram with high interest in beauty-related information. Gen Z was also categorized as a group of rational and discreet consumers who are able to get information easily through online YouTubers’ review. Therefore, beauty industries need to make efforts to suggest customized information through advertising and PR platforms in marketing among Gen Z.
- Files in This Item
-
Go to Link
- Appears in
Collections - 라이프스타일디자인학과 > 뷰티디자인전공 > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.