Social media infleunce - a case study of LUSH's social media marketing strategy

Martyna Belowska, Tanja Blomgaard Løyche, Karolina Szewczykowska, Jonna Ellinor Shore & Kamila Krejci

Studenteropgave: Basisprojekt


This research project is a case study of LUSH Cosmetics which aims to understand the
influence in social media on consumers through the social media marketing strategy of
LUSH. This is done by first, explaining the social media marketing strategy of LUSH through
The Theory of Influence by Robert Cialdini (1984) which has formed the theoretical
framework in this project. Second, an online individual survey has been conducted to deeper
understand how potential consumers perceive the influence from LUSH’s official Instagram
account in comparison to a YouTube video about LUSH’s products made by the social media
influencer Zoella who is sponsored by LUSH. Hence, analysing the influence of two different
social media methods by LUSH. The data gathered from the online individual survey were
analysed through the Theory of Influence by Robert Cialdini (1984). The project will further
discuss the potential impacts of the influence on LUSH’s consumers.

UddannelserBasis - International Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Bachelor
Udgivelsesdato18 dec. 2017
Antal sider70
VejledereSlobodan Kacanski