The emotions generated by experiential marketing in the cosmetic sector to the women of Generation Z.

Identifier:  TFG:8514

Handle: https://hdl.handle.net/20.500.11797/TFG8514

Authors:  Anguera Ruiz, Natàlia

Abstract:
This study investigates the role of emotions in experiential marketing in the cosmetics sector, focusing on women from Generation Z. Through three Focus Groups, emotional reactions were analyzed before and after viewing promotional material, with the aim of determining whether these emotions influence brand loyalty and its content on social networks. Despite expectations, the results indicate that emotions are not a decisive factor in the purchase of cosmetic products, according to the responses of both consumers and non-consumers and the bibliographic research.