Research Questions:
1- What is the link between happiness, cosmetics, and advertisement? = literature
2- To what extent was happiness used in cosmetics ads during pandemic? = literature
Aim of the study:
Results of this thesis may give ideas on brand image and purchase intention of customers for the policymakers during the pandemic.
– To determine how and to what extent happiness is used in advertising.
– To investigate the impact of the use of happiness in advertising on the consumer’s perception during the covid-19 crisis.
– To study the impact of these strategies on the consumer perception of cosmetics brands’ image during the crisis.
– To derive recommendations for further academic research in this area.
1. Introduction (4 Pages)
1.1. General setting
1.3. Objectives of the thesis
1.4. Approach & structure of the thesis
2. Literature review (30 Pages)
2.1.Happiness
2.1.1. Definition of happiness
2.1.2. Happiness and cosmetics
2.2. Cosmetics industry
2.2.1. Types & Trends in cosmetics
2.2.2. Cosmetics during the pandemic
2.3. Advertisement
2.3.1. Function of advertising
2.3.2. Different types of advertising
2.3.3. Advertising cosmetics
2.3.4. Using happiness in advertisements
2.3.5. Effects of projecting happiness in advertising cosmetics + examples
2.3.6. Advertisements of cosmetics during the pandemic + examples
2.4. Consumer perception
2.4.1. Definition & Process of consumer perception
2.4.2. The importance of consumer perception
2.4.3. Factors influencing consumer perception
2.5. Intermediate summary (to link the findings) magic triangle => Happiness – Cosmetics – Advertisement.
Please use 55 academic sources. APA Style.
Thank you
