To what extent will the introduction of the metaverse in the cosmetics industry change consumer habits ? / Margot ROBIC / 2023

Titre : To what extent will the introduction of the metaverse in the cosmetics industry change consumer habits ? Type de document : Mémoire Auteurs : Margot ROBIC, Auteur Année de publication : 2023 Importance : 21 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 : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; COSMETIQUE ET PARFUMERIE SECTEUR ; JEUNE Résumé : The COVID-19 pandemic has sparked real interest in the metaverse as a virtual substitute for interpersonal communication when people are physically separated, which has accelerated the development of this technology. These virtual worlds offer unlimited possibilities for businesses and are becoming a real playground to meet the increasing personalization demands of cosmetic consumers. They are being used to sell their goods and services through immersive brand experiences or online events. Consumers are engaging more with companies because they feel closer to them. This paper comes as a second step, as the literature search was conducted in a previous paper and highlighted a lack of study of consumer perception towards virtual experiences. The objective of this final proposal is to understand the real impact of the introduction of the metaverse on consumer behavior in the cosmetics industry. Different axes will be taken to understand: the specific expectations of cosmetic consumers; the perception of consumers for brands implanted in virtual universes and the influence these have on the purchase decision; the personalization of the metaverse experience and the impact of these immersive experiences on consumer behavior towards brands. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581938