How does social media influence a company's operational decisions in China? Analysis of the influence of Douyin on the operational decisions of Lancôme and Olay in China / Tingting JIANG / 2023

Titre : How does social media influence a company's operational decisions in China? Analysis of the influence of Douyin on the operational decisions of Lancôme and Olay in China Type de document : Mémoire Auteurs : Tingting JIANG, Auteur Année de publication : 2023 Importance : 27 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Mots-clés : Management MARKETING STRATEGIQUE ; PERFORMANCE ; RESEAU SOCIAL Résumé : Social media is widely used in organizations and has ushered in a new era of marketing, but its impact on a company's operational decisions is still being explored. The continued growth of popular social media, mainly Douyin, Instagram and Facebook, has influenced the way many well-known companies operate in a variety of subtle ways. This thesis examines how the well-known social media software Douyin influences companies' operational decisions in China, using the examples of Olay, a top-tier Chinese cosmetics brand, and Lancôme, an international brand. The study is based on three hypotheses, exploring the answers to the questions from three perspectives: customers (customer behavior and brand awareness), social media itself (Influence Marketing) and the company (knowledge sharing), with qualitative data collection and analysis in the form of questionnaire interviews, and finally conclusions. The results of the study confirm that social media positively influences the operational decision-making process of the company on three levels and also confirms the limitations of its impact Programme : MSc Business Analytics Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581667