Social Network Sites as a Marketing and Communication Tool between Global Cosmetic Companies and Consumers

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Focusing on young females' engagement with social network sites, this dissertation examines their habits, motives, and perceived gratifications in relation to five cosmetic companies. It analyzes how these companies employ relationship cultivation strategies on platforms like Facebook, Twitter, and Google+ as marketing tools. Based on the findings, the research offers recommendations for enhancing content on social media to strengthen consumer relationships, providing valuable insights for marketers in the cosmetics industry.