| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 106 === This dissertation will discuss how beauty brands can use social media to increase customer relationships, brand awareness, buying intent, and customer feedback. This dissertation will also discuss what beauty consumers in the United States, Europe, and Asia want from beauty brands and what type of content they expect to see on brand’s social media platforms. Furthermore, this dissertation will identify how brands Colourpop, Anastasia Beverly Hills, Shiseido, Etude House, KIKO MILANO, and NARS Cosmetics use social media to interact with their consumer base.
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