Marketing madness: Using eWOM marketing to boost cosmetic product performance via social media

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

eWOM remains a large element to any advertising on social media platforms due to it being free but also the fact that it demonstrably improves the sales performance of products and services.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2024), "Marketing madness: Using eWOM marketing to boost cosmetic product performance via social media", Strategic Direction, Vol. 40 No. 12, pp. 9-10. https://doi.org/10.1108/SD-10-2024-0230