Publication:
Digital marketing tools and market trends in the skincare industry: consumer behavior and sales growth insights

Date

2024

Authors

Castilla Miguel, Lierni

Director

Publisher

IGI Global
Acceso abierto / Sarbide irekia
Capítulo de libro / Liburuen kapitulua
Versión publicada / Argitaratu den bertsioa

Project identifier

Abstract

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.

Description

Keywords

Celebrities, Influencers, Reviews, Skincare products, Sustainability, Transparency, User-generated content

Department

Gestión de Empresas / Enpresen Kudeaketa

Faculty/School

Degree

Doctorate program

item.page.cita

Castilla-Miguel, L., Aramendia-Muneta, M. E. (2024) Digital marketing tools and market trends in the skincare industry: consumer behavior and sales growth insights. In Teixeira, S., Teixeira, S., Oliveira, Z., Souza E. (Eds.), Using Influencer Marketing as a Digital Business Strategy (pp. 235-268). IGI Global. https://doi.org/10.4018/979-8-3693-0551-5.ch011.

item.page.rights

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