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Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand

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Resumo:This research paper examines possible social media and online communication strategies on the topic environmental sustainability for Vichy laboratories. As Vichy’s relationship with young consumer segments is currently showing low commitments towards the environment, a stronger dedication through online advertising of environmental sustainability is required. Vichy’s new positioning and communication strategy will be guided by a higher environmental sustainability commitment through online advertising with a focus on social media, addressing young consumers’ sustainability concerns.
Autores principais:Pervanidis, Christine
Assunto:Communication Strategy Environmental Communication Gen Z Gen Y Brand Repositioning CEMS MIM
Ano:2022
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso embargado
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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