| 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 : |
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| 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 |
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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 / 2023 
