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Impact of Cruelty-Free and Sustainab...

Gagliano, Brooke,

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Impact of Cruelty-Free and Sustainability Branding on Consumer Engagement /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Impact of Cruelty-Free and Sustainability Branding on Consumer Engagement // Brooke Gagliano.
Author:	Gagliano, Brooke,
Description:	1 electronic resource (77 pages)
Notes:	Source: Masters Abstracts International, Volume: 85-12.
Contained By:	Masters Abstracts International85-12.
Subject:	Communication. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30996041
ISBN:	9798382781822

Impact of Cruelty-Free and Sustainability Branding on Consumer Engagement /
Gagliano, Brooke,

Impact of Cruelty-Free and Sustainability Branding on Consumer Engagement /Brooke Gagliano. - 1 electronic resource (77 pages)

Source: Masters Abstracts International, Volume: 85-12.

The topic of sustainability, in regard to cruelty-free and sustainable efforts from brands, has become growling popular with the younger generations, specifically in the cosmetic industry. This study investigated the impact of cosmetic companies' regarding branding cruelty-free and sustainability on consumer engagement by looking at likes, followers, comment numbers and other Instagram metrics. The literature review highlighted important studies about animal testing theories, legitimacy theory, corporate social responsibility, customer relationship management, sustainability, and cruelty-free branding, and Kolter's 5 A's of Marketing. Overall, there were no significant differences between cruelty-free and non-cruelty free brands regarding their branding of cruelty-free and sustainability on consumer engagement. Although, the findings show that posts that include cruelty-free hashtags had higher (or more) likes than cosmetic brands that do not include cruelty-free hashtags The findings of this study indicate that cruelty-free brands used voice overs on videos, while non-cruelty-free brands used music or a model speaking to you. Another significant finding was that cruelty-free brands will use the later stages of the 5 A's of Sales Marketing, like act and advocate which encourage consumers to use and purchase their products. The findings of this study also indicate that cosmetic brands that post about their CSR initiatives use the later stages of the 5 A's of Sales Marketing.

English

ISBN: 9798382781822Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Cruelty-free branding

Impact of Cruelty-Free and Sustainability Branding on Consumer Engagement /
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520 $a The topic of sustainability, in regard to cruelty-free and sustainable efforts from brands, has become growling popular with the younger generations, specifically in the cosmetic industry. This study investigated the impact of cosmetic companies' regarding branding cruelty-free and sustainability on consumer engagement by looking at likes, followers, comment numbers and other Instagram metrics. The literature review highlighted important studies about animal testing theories, legitimacy theory, corporate social responsibility, customer relationship management, sustainability, and cruelty-free branding, and Kolter's 5 A's of Marketing. Overall, there were no significant differences between cruelty-free and non-cruelty free brands regarding their branding of cruelty-free and sustainability on consumer engagement. Although, the findings show that posts that include cruelty-free hashtags had higher (or more) likes than cosmetic brands that do not include cruelty-free hashtags The findings of this study indicate that cruelty-free brands used voice overs on videos, while non-cruelty-free brands used music or a model speaking to you. Another significant finding was that cruelty-free brands will use the later stages of the 5 A's of Sales Marketing, like act and advocate which encourage consumers to use and purchase their products. The findings of this study also indicate that cosmetic brands that post about their CSR initiatives use the later stages of the 5 A's of Sales Marketing.
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650 4 $a Communication. $3 524709
650 4 $a Home economics. $3 551902
650 4 $a Web studies. $3 2122754
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653 $a Sustainable efforts
653 $a Consumer engagement
653 $a Corporate social responsibility
653 $a Sales marketing
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690 $a 0459
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690 $a 0386
710 2 $a The Florida State University. $b Marketing. $e degree granting institution. $3 3821876
720 1 $a Waters, Richard $e degree supervisor.
773 0 $t Masters Abstracts International $g 85-12.
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