DIGITAL MARKETING AND BRAND AWARENESS OF COSMETICS PRODUCTS AMONG YOUNG WOMEN IN GWANGJU, SOUTH KOREA
Abstract
Purpose of the Study: The study aimed at investigating the digital marketing and brand awareness of cosmetics products among young women in Gwangju, South Korea
Statement of the Problem: The challenge lies in effectively leveraging digital marketing strategies to enhance brand awareness and engagement among the young female population in Gwangju, South Korea's competitive cosmetics market. Despite the potential for widespread reach through digital channels, there is a need to address how brands can tailor their content to resonate with the local culture and preferences, ensuring authenticity and reliability. Furthermore, the dynamic nature of digital platforms calls for strategies that maintain relevance and adapt to the evolving trends and behaviors of Gwangju's tech-savvy young women.
Findings: The study reveals that social media platforms, particularly Instagram and TikTok, are instrumental in capturing the attention of young women in Gwangju, enabling brands to showcase their cosmetic products through visually engaging content. Collaborations with local influencers and beauty bloggers significantly amplify brand reach and credibility, as consumers place trust in their authentic endorsements. Additionally, interactive content such as augmented reality (AR) try-ons and beauty challenges drives higher engagement, encouraging active participation and user-generated content creation.
Conclusion: In conclusion, the study underscores the pivotal role of digital marketing in establishing brand awareness among young women in Gwangju's cosmetics market. Leveraging platforms like Instagram and TikTok, collaborating with local influencers, and employing interactive content have emerged as effective strategies to captivate this audience. By adapting to evolving trends and preferences while maintaining a strong connection to the local culture, cosmetics brands can successfully forge lasting connections and enhance their brand presence in Gwangju's competitive landscape.
Recommendations: Craft digital campaigns that resonate with Gwangju's cultural nuances and language to establish a relatable brand identity. Utilize colloquial language, cultural references, and imagery that aligns with local tastes and preferences. Partner with local influencers and beauty enthusiasts who authentically connect with the target audience. These influencers can create genuine and relatable content that showcases the products in real-life scenarios, thereby building trust and engagement. Develop engaging digital experiences such as AR try-on tools, virtual makeup tutorials, and interactive contests. These initiatives not only captivate young women's attention but also encourage active participation and user-generated content, amplifying brand reach.
Keywords: Digital Marketing, Brand Awareness, Cosmetics Products, South Korea
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