Analysis of L´Oréal's Online Marketing Communications with a Focus on Social Media and Influencer Use, and Recommendations for its Improvement

The thesis focuses on the analysis of online marketing communications of L'Oréal on the example of selected brands, with a particular emphasis on social media and influencer marketing. The aim of the thesis is to analyze the communication strategies used on social media and, based on the findings, to propose recommendations for improving this form of communication. The first part of the thesis explains the theoretical concepts of online communication, introduces social media platforms, and explores the topic of influencer marketing. The practical part introduces the company L'Oréal, including its history, values, and product portfolio. This is followed by an introduction to current trends in influencer marketing within the cosmetics market. Subsequently, an analysis of selected L'Oréal brands is conducted, along with research in the form of a quantitative questionnaire survey. The thesis concludes with specific proposals and recommendations for the analyzed brands aimed at enhancing L´Oréal's online marketing communication.