Transparency of skincare brands on Instagram : study on how Naturium, Selfless by Hyram and Krave Beauty demonstrate transparency on Instagram
Titievskaja, Katerina (2022)
Titievskaja, Katerina
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202301301785
https://urn.fi/URN:NBN:fi:amk-202301301785
Tiivistelmä
With increasing numbers of social media users, better educated consumers and a growing skincare market, the subject of transparency in the industry has garnered some attention. This thesis aims to explore the specific factors that demonstrate transparency on Instagram in the skincare industry.
The three skincare companies studied in this research: Naturium, Selfless by Hyram and Krave Beauty are all using Instagram to promote and share information about their product and brand.
First factors that demonstrate transparency were explored. Subsequently it was shown that companies need to reduce information asymmetries to gain customers trust which goes hand in hand with transparency. Sharing information about product ingredients is one of the key ways companies can communicate transparency on Instagram.
Then content analysis on Instagram was carried out. To conclude demonstrating a variety of different transparency factors was deemed to have a positive link towards consumer attitudes and it was also established the shared information needs to be understandable and relevant.
The three skincare companies studied in this research: Naturium, Selfless by Hyram and Krave Beauty are all using Instagram to promote and share information about their product and brand.
First factors that demonstrate transparency were explored. Subsequently it was shown that companies need to reduce information asymmetries to gain customers trust which goes hand in hand with transparency. Sharing information about product ingredients is one of the key ways companies can communicate transparency on Instagram.
Then content analysis on Instagram was carried out. To conclude demonstrating a variety of different transparency factors was deemed to have a positive link towards consumer attitudes and it was also established the shared information needs to be understandable and relevant.