Date of Award
2021
Document Type
Thesis
Degree Name
Master of Arts (M.A.)
Department
Communication
First Advisor
Teresa Bergman
First Committee Member
Charles Ecenbarger
Second Committee Member
Jeremey Johnson
Abstract
Social media content strategies have been created and used for years as a way to advertise and influence market decisions in various industries. The reason for their effectiveness should be adequately studied so that we can have a better understanding of which strategies are successful and which ones are not. This study identifies effective social media content strategies, with a focus on brand and customer-centric strategies. After a content analysis of 251 Instagram posts from Huda Beauty and Glossier’s accounts, the hypotheses stating that brand-centric strategies will be more effective and all the strategies will be a useful way to determine the outcome of future Instagram posts are partially supported. This research contributes to best practices in social media marketing in order to understand the effectiveness behind content strategies.
Pages
50
Recommended Citation
Reis, Gitaine. (2021). EFFECTIVENESS OF SOCIAL MEDIA MARKETING STRATEGIES FOR BEAUTY ACCOUNTS ON INSTAGRAM. University of the Pacific, Thesis. https://scholarlycommons.pacific.edu/uop_etds/3748
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