Advertising and Public Relations of Health and Beauty Business Brands towards the Purchasing Decision of Clients
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Abstract
Intense competition in the health and beauty businesses today has a significant impact on the implementing of market strategies and advertising & public relations. Also, it is crucial to understand the factors influencing health and beauty services purchase decision of clients. This article aims to achieve the following objectives: 1) to present concepts, theories, and research related to brand advertising and public relations in the health and beauty industry, 2) to present concepts, theories, and research on purchase decision making process of health and beauty services, 3) to integrate concepts, theories, and research on brand advertising and public relations of health and beauty brands influencing the purchase decision making process of health and beauty services. Research has shown that the primary target group for health and beauty business is individuals between the ages of 18 and 44, followed by the elderly. The most popular platform for reaching target audiences is Facebook, particularly through Facebook Messenger. When advertising on online platforms, it is important to target audiences based on their behavioral interests. Regarding the language used in advertising, it should be easily understandable for each target group, emphasizing reviews by online influencers. Various variables influence the purchasing decision making process of clients, such as product and service, price, distribution channels, promotions, personnel or employees, service processes, and physical evidence of the business respectively.
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