What is it about?

Use of social media in beauty and wellness industry for marketing purposes.

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Why is it important?

Qualitative study from owner's perspective gives detailed information regarding use of social media in Indian beauty and wellness industry


In this study, a total of 7 in-depth interviews were conducted with the users of social media. The findings show that Motives, Media, Management, Merits and Metrics are the 5M's of social media.

Kulvinder Kaur
Lovely Professional University

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This page is a summary of: Social media usage in Indian beauty and wellness industry: a qualitative study, The TQM Journal, June 2020, Emerald, DOI: 10.1108/tqm-09-2019-0216.
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