Detailed Information

Cited 0 time in webofscience Cited 0 time in scopus
Metadata Downloads

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
장미숙이유경
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

qrcode

Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.

Altmetrics

Total Views & Downloads

BROWSE