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

  • Identification data

    Identifier:  TFG:8514
    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.
  • Others:

    Access rights: info:eu-repo/semantics/openAccess
    Education area(s): Administració i Direcció d'Empreses
    Department: Gestió d'Empreses
    Entity: Universitat Rovira i Virgili (URV)
    Confidenciality: No
    Subject: Màrqueting
    Project director: Ryan, Gerard Anthony
    Work's public defense date: 2025-06-25
    Creation date in repository: 2025-07-15
    Language: ca
    Academic year: 2024-2025
    Student: Anguera Ruiz, Natàlia
  • Keywords:

    experiential marketing
    consumer emotions
    cosmetics sector.
    Economic and business sciences
  • Documents:

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