Aramendia Muneta, María Elena

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https://academica-e.unavarra.es/handle/2454/48555

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Aramendia Muneta

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María Elena

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Gestión de Empresas

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INARBE. Institute for Advanced Research in Business and Economics

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0000-0001-6167-3194

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88658

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6579

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Author: Aramendia Muneta, María Elena × Subject: Celebrities ×

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    PublicationOpen Access
    Digital marketing tools and market trends in the skincare industry: consumer behavior and sales growth insights
    (IGI Global, 2024) Castilla Miguel, Lierni; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
    The primary goal of the research is to investigate the efficiency of various digital marketing tools in the skincare industry, as well as to assess market trends and customer behavior in order to enhance sales. The study included a survey of 100 Spanish customers aged 18 to 64, and six regression models were developed to forecast sales growth based on various criteria. Transparency, sustainability, and personalized skincare products, as well as user-generated content and reviews, are highlighted as successful marketing methods to promote sales in the research. The study also emphasizes how age and gender play a significant role in this connection as well as the limited influence of influencer and celebrity marketing on skincare product sales. According to the findings, skincare firms should concentrate on developing transparent, environmentally friendly products that are customized to consumers' interests, using usergenerated content and reviews in their marketing strategies to boost sales.