RESEARCH ON MARKETING STRATEGIES OF BEAUTY BRANDS IN THE NEW MEDIA ERA: A CASE STUDY OF BEAUTY BRAND F

This paper uses Beauty Brand F as the research object and aims to explore the marketing strategies of beauty brands in the new media era, focusing on the impact of brand experience and brand personality on consumers' purchase intentions. By collecting 435 questionnaires and analyzing the data, the thesis verifies the significant role of brand experience and personality in purchasing decisions. In both aspects, the research found that Beauty Brand F positively influences consumers' purchase intentions, with brand personality acting as a mediator between brand experience and purchase intentions. Finally, the thesis proposes three marketing suggestions to enhance Beauty Brand F's competitiveness: strengthening digital marketing, developing differentiated product strategies, and creating a social responsibility image. These findings provide practical guidance for the actual operation of beauty brands and theoretical support for the study of beauty brands in the new media era, offering valuable references for scholars and practitioners in related fields.